JW Marriott | CMA Awards
Experiential
Design
RFP (win)
In celebration of its inaugural presence in Nashville, TN, JW Marriott embarked on a strategic initiative to establish itself as the premier luxury destination in Music City. The culmination of this effort took place during the 52nd Annual Country Music Awards in collaboration with Universal Music Group (UMG), where JW Marriott unveiled its newest property.
A perfect balance between celebration and inward well-being. Revel & Refresh.
The event aimed to introduce the JW Marriott brand and its distinctive Nashville location to group of reward members, influencers and artists. By aligning with the essence of Music City, JW Marriott curated an unforgettable experience that seamlessly integrated its core values of nourishment, togetherness, and mindfulness into the fabric of Nashville’s cultural tapestry.
Over the course of two immersive days, guests were treated to a series of exclusive moments. Highlights included a private dinner and concert featuring renowned chef Michael Mina, VIP experiences at Lucchese Boot, and a wellness session led by Nora Tobin. Attendees also enjoyed coveted access to the Country Music Awards and the Official UMG CMA After Party hosted at JW Marriott Nashville.
The event attracted over 1,000 guests, including UMG artists such as Keith Urban, Carrie Underwood, Eric Church, and Brothers Osborne. Their presence underscored the celebration of CMA victories and solidified JW Marriott’s integration into Nashville’s vibrant music community.
The initiative garnered significant media attention, amassing over 30 million impressions across various platforms. The event was prominently featured in esteemed publications such as Forbes and Hollywood Reporter, further amplifying JW Marriott’s debut in Nashville as a pivotal moment in luxury hospitality and cultural collaboration.
