Marriott at Coachella
Eight Brands, One Massive Cultural Stage
Experiential Marketing, Brand Design, Influencer Strategy
As a first-time Coachella sponsor, Marriott International needed more than a logo moment—they needed a breakthrough experience.
The solution: Transform eight in-festival Safari tents into immersive glamping suites, each reflecting a distinct Marriott lifestyle brand.
The biggest challenge: How to tell the story of each unique full-service hotel brand within a 14’x14’ canvas. Under the direction of ECD Patrick Conreaux, IMG LIVE designed and built out each tent to reflect the tone, texture, and traveler of brands like Moxy, Westin, Autograph Collection, Le Méridien, and more. From curated design details to on-brand amenities, each tent became a share-worthy expression of Marriott’s evolving portfolio.
Select influencers stayed in the tents during Weekend 1, while Weekend 2 saw Marriott Rewards (now Bonvoy) members bid more than 18 million points for the chance to glamp in style. An on-site concierge and outdoor lounge brought added hospitality, while festivalgoers connected the dots between Marriott’s brands and their own lifestyle preferences.
The results were undeniable:
• 1+ billion social impressions
• 18M+ Marriott Rewards points redeemed
• Countless influencer and member moments shared across platforms
By aligning Marriott with the cultural credibility of Coachella, the activation redefined brand relevance for next-gen travelers—proving that when lifestyle meets loyalty, magic happens.
AGENCY: IMG LIVE (now known as 160over90)
SGWX MEMBERS/ROLES:
ECD: Patrick Conreaux
Creative Strategist: James Petrossi
