Spain’s most popular national music radio network, Top 40-format Los 40 Principales, has teamed up with Mexican beer brand Coronita in an effort to clean up one European beach a year. And Los 40’s 4 million daily listeners, according to media survey company EGM, are being asked to help choose the beach by uploading videos or photos to denounce any beach in Europe they think is in a bad state.
Coronita’s pan-European ‘Save the Beach’ campaign will be formally presented late June in Madrid, London and Paris, when a statistical survey on the state of European beaches will be published. But beach-lovers can help Coronita and Los 40 decide which beach to save by uploading their images via www.coronitasavethebeach.org from the beginning of this month.
Los 40 is run by Cadena SER, national radio brand of media holding Grupo Prisa. ‘Save the Beach’ is also backed by Los 40’s associated travel company 40viajes.com. Coronita is Mexico’s biggest-selling beer brand, and is sold in more than 150 countries.
The chosen beach will be announced in mid-July, and conditioned in time for Europe’s busiest beach-holiday month, August. Funding will come partly from the limited-edition sale of specially made organic cloth beach bags. A second beach will also be prepared at Salou, in north-east Spain south of Barcelona, where a ‘Save the Beach’ concert will be staged by Los 40 Principales on August 14, starring singer Pau Donés, and other invited artists.
