Marriott at the Coachella Festival

Transforming tents into luxury hotel rooms at a music and lifestyle mecca

SITUATION / GOALS:

As a first time sponsor at Coachella, Marriott wanted to make a big splash by taking over eight in-festival safari tents and making over each to reflect one of their Lifestyle brands, then invite influencers to stay in them. The challenge was telling the entire story of a unique brand in a 14’x14’ space.

The End Goals: Drive awareness and relevance of Marriott's portfolio of Lifestyle hotels brands, engage music lovers with ways that the brand hotels to their consideration set, and provide rewarding experiences for loyalty members on-site.

THE RESULT:

To accomplish these goals, IMG LIVE transformed eight Safari tents on festival campgrounds into hotel rooms for influencers and Marriott Rewards Members. Each tent was designed to embody the essence of one of Marriott's lifestyle brands.

During the festival the tents generated more than 1 billion social impressions . Preferred Guest members who arrived for the second weekend used more than 18 million points to bid on the luxury Coachella glamping experience.

"Marriott International brought an 'industry first' to loyalty members through an immersive experience at Coachella in 2017, transforming eight Safari tents on festival campgrounds into hotel rooms for influencers and loyalty members to stay in. Each tent was designed to embody each of Marriott's lifestyle brands — AC Hotels by Marriott, Aloft Hotels, Westin, Le Méridien, Renaissance Hotels, Moxy Hotels, Autograph Collection and Tribute Portfolio. The campground included an on-site concierge and a relaxing outdoor area."

- Jennifer Utz Ilecki, VP Buzz Marketing

AGENCY: IMG LIVE

CD: Whitney Patel

SGWX MEMBERS/ROLES:

Creative Strategist: James Petrossi