On June 8th and 9th, 2017, right before the annual Capital Pride parade, Marriott International invited people from all over to join them in Freedom Plaza, right in the heart of Downtown D.C. to create their own unique painting, doodle, or hand-written expression of love in support of homeless LGBTQ youth to be added to the powerful #LoveTravels Mosaic. Marriott also make a public declaration of support with large scale building wraps on two of their most notable properties in DC, stating that "Marriott International Proudly Stands with the LGBTQ Community". XA worked with Marriott, Vice and Here Media to create both social and video content to draw visitors to Freedom Plaza. The partnership with Vice media took a less traditional route with the integration of the Vice Bus witch was designed and produced by XA. Vice put out an open call across their Vice social platforms announcing that they would be in DC with Marriott International and inviting followers to join them on the Vice Bus. The bus activation centered on a live conversation around of variety of topics that impact the LGBTQ community. Mosaic visitors and passersby were welcomed into the engaging, love-filled space to discuss relevant issues and share their experiences. All interviews were taped for future social efforts.

 

This was the only public brand activation of its kind during Capital Pride. The public location, enormous scale, and strong environment of welcoming communicated to all passing by that Marriott welcomes all. #LoveTravels earned over 230MM media impressions, with placements in publications such as People Online, The Washington Post, and HuffPost as well as interview segments on NBC4 Washington evening and morning and Fox 5 DC.

 

10MM collective social and digital impressions.