W Hotels: Wake-Up Call Music Festival

Challenge

Generate four groundbreaking multi-day music festivals leveraging W Hotels' top engaging destinations with 81 artists, across 10 stages to build awareness of its affiliation with Marriott Bonvoy and reinforce the benefits of membership.

Steps to Actualization

• PRE - Create FOMO (the dreaded fear of missing out): Forecast attendance to the most popular vacation destinations. Program activities and in-demand artists around these locations and build hype leading up to the festivals.
  • Curated and VIP Moments
  • Elite Member Recognition
  • Artist Line Ups
  • Engage Media and Influencers
  • Connect with Local Partners
  • Visual Identity and Captivating Content
  • Property Billboards and Rooftop Placements
• DURING: Continue exceptional member experience and collect content
• POST: Drive mass awareness of Festival content

Solution

Loyalty and Portfolio Association: More consumers associate W Hotels with Marriott's portfolio of brands. The festival activities and engagements highlighted the benefits of Marriott's loyalty programs and position as a leader in the music space.

Key Performance Indicators

Engagement and Performance Measurement
• 11K Attendees
• 914 Loyalty Enrollments
• 124 Moments Winners
• 500 Elite Members
• 69% of Hotel Rooms and 60% of Festival Tickets sold two weeks prior to Hollywood's event
• 144 "Detox. Retox. Repeat." FUEL Participants

Targeted Metrics across all Locations
• 13MM Livestream Views
• 1.9B PR Impressions
• 1.6B Paid Media Impressions
• 1B Opportunity to see (OTS)
• 471 Stories