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Marriott International had an idea for Coachella in 2017 that no hotel brand had ever attempted before. The brand provided festival attendees and Marriott Rewards members with a chance to stay in one of eight safari-inspired tents. Each tent was created to look and feel like rooms from some of the company’s portfolio of lifestyle brands, including Moxy Hotels and Aloft Hotels.
The activation was a major hit. So much so that Marriott decided to return to Coachella in 2018 for an equally exciting opportunity.
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