JW Marriott X CMA Awards
THE ASK
JW Marriott recently opened its newest halo property in Nashville, TN
and wanted to position itself as the luxury hotel in Music City.
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SOLUTION
Introduce the JW Marriott brand and one of its newest hotels to a select influential group during the 52nd Annual Country Music Awards in partnership with Universal Music Group. The brand delivered unexpected moments that infused JW Marriott's passion points of Nourishment, Togetherness and Mindfulness into an authentic Nashville experience. Media, VIPs and Loyalty guests were treated to 2-full days of curated moments including: a private dinner with Michael Mina and concert, VIP experiences at Lucchese Boot and wellness session with Nora Tobin, tickets to the CMAs and access to the Official UMG CMA After Party hosted at the JW Nashville.
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RESULTS
1,000 guests, including UMG artists Keith Urban, Carrie Underwood, Eric Church, Brothers Osborne and more were in attendance to celebrate a big night of CMA wins. The event garners 30+M media impressions and was featured in top publications including Forbes and Hollywood Reporter.
THE CREATIVE PROCESS
Initial RFP Response | Moodboards | Footprints | Renderings
JW Marriott inspires guests to seek out authentic experiences
that makes life richer.
Nashville, home to history, rich storytelling, artists and their craft.
The overall look and feel as well as the activation touchpoints are inspired by the powerful combination of these two environments —
rich textures, elements of the artisan, local ingredients, inviting color palette.
ARRIVALS
WELCOME EXPERIENCE
MEDIA WELCOME LUNCH
BESPOKE BOOT FITTING
DINNER AT BOURBON STEAK
NASHVILLE COUNTRY AT ITS FINEST
We’ll host an exclusive concert experience with one of UMG's brightest country stars on the pool deck. This invitation-only show will be commemorated with a classic piece of Nashville art – an exclusive, custom Hatch Show Print – given to all attendees. VIPs will be treated to a meet and greet with the artist who will then sign their commemorative print.
TURNDOWN SERVICE
MINDFULNESS MORNING
SPA BY JW
EXCLUSIVE VIEWING EVENT
UMG AFTER PARTY
The UMG after party will bring artists up to the JW Marriott’s rooftop, providing expansive views of the city skyline. Artists can finally relax and enjoy the evening
with artisan bites and custom cocktails in highly stylized lounge vignettes. Demonstrating laid-back luxury, JW will host a deluxe slipper bar for VIPs to
change into more comfortable footwear.
160over90
Associate Creative Director | Created Event Footprint & Flow
Created & Oversaw Creative Look & Feel | Managed Creative for Load-In