// 1.1B+ Media Impressions
// 12 Celebrity & Influencer brand ambassadors including Vanessa Hudgens, Emma Roberts, Jamie Chung and more, resulting in 152M impressions and 3.5M engagements
// Marriott Rewards Sweepstakes resulted in 50 redeemed packages worth 180M+ points
// Coverage included Forbes, Conde Nast Traveler, The Telegraph, Adweek, Los Angeles Times, The Points Guy and more
Marriott was looking to make a splash at Coachella, but being a brick and mortar hospitality brand, this posed some challenges. The solution: The “Marriott x Coachella” pop-up hotel, an industry-fist that brought its brands to the party in the desert by building eight separate Safari Tents—each curated for the ultimate glamping experience and inspired by the distinct personalities of Marriott’s lifestyle brand portfolio (Moxy, Aloft, Westin, etc.)
With the primary goals of media coverage and social sharing, influencers and celebrities served as a key part of the strategy, tasked with engaging a target audience of next-gen experience seekers and millennial travelers. Talent including Vanessa Hudgens, Emma Roberts, Jamie Chung, Adam Gallagher, Bethany Mota and Louise Roe were invited to stay in the custom tents and share their experiences on social media, ultimately driving brand buzz and interest for the Marriott Rewards sweepstakes.
A bonus for Marriott Rewards and Starwood members: They could bid on packages to stay in the safari tents during the festival’s second weekend. VIP Coachella passes, private transportation, spa treatments and exclusive F&B were included—along with 24/7 hospitality from Marriott staff. Additional giveaways of dream vacations and redeemable points and festival experiences were doled out to festival attendees.
Awards:
// 2017 LE Miami, Rebel Award for Most Original Campaign
