Marriott International, Inc

Statement of Communication

The W PRESENTS Tour was designed to build W Hotels’ global footprint in music and position the brand as the cultural hub where luxury travel meets live performance. Following the pilot in 2023, our W PRESENTS performances expanded the platform into a repeatable franchise, offering intimate shows with both emerging and established artists. Each performance was curated to deliver unexpected, one-of-a-kind experiences that brought locals and travelers together while reinforcing W Hotels’ bold, playful identity.

The goals were clear: create a steady pipeline of high-performing content, amplify reach through influencer integration, and ensure that social-first storytelling was the driver of engagement and shareability. By anchoring performances at flagship properties such as W New York – Union Square, W Hollywood, and W Austin, the Tour also aimed to support halo property openings and re-openings with cultural energy. Looking ahead to 2025, activations in Hollywood, Hoboken, New York, and Punta Cana were designed to extend the franchise’s relevance while further embedding influencer and artist POV into campaign storytelling.

Success was measured in scale of content production, social performance (impressions, engagements, saves, shares), and earned amplification through influencers and media, establishing W PRESENTS as a differentiating value prop for the brand globally.