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W Hotels

Sydney Mardi Gras 2020

The Sydney Gay & Lesbian Mardi Gras is Australia’s biggest LGBTQI+ celebration, taking over the city on the last day of summer. The parade features over 200+ floats from participating organizations and groups throughout Australia.

160over90 was engaged by W Hotels and Marriott International to develop the float concept and design. The final design was a boombox float which tied in with W Hotels worldwide campaign messaging ‘Love Out Loud’ that had previously been launched around the globe. The float featured Alyssa Edwards from Ru Paul’s Drag Race who was brought on board by Mint Partners.

The team proposed and contracted a choreographer to choreograph and direct the parade routine. In addition, the choreographer assisted the 160over90 team with costume development, curation of the dance track, and lead an instructional dance routine training video for all participants. 

160over90 also engaged a renowned international makeup artist who was in Australia during Mardi Gras, to act as the exclusive makeup artist for W Hotels. The makeup artist developed face charts for the professional dancers and W Hotels parade participants and did everyone’s makeup on parade day. 

In addition, we were tasked with curating the Marriott Bonvoy Moments packages and itineraries, rehearsal scheduling, and parade day coordination and marshalling of all participants, talent, and executives.

With help from our large network of talent and resources, 160over90 can be the engine behind your next campaign activation. Contact us at to get started, and leave your reservations in the lobby. 

  • 80 Total W Hotels & Marriott Parade Participants