Miami Music Week

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Miami Music Week was loud.

The word “motel” came with baggage. No matter how clean, safe, or stylish NEXX Motels was, the stigma was louder than the truth.

To change minds, NEXX needed more than ads. It needed a cultural spark that could reset expectations and redefine the perception.

Miami Music Week is more than just music.

It’s a weeklong playground for partygoers, tourists, and locals chasing late nights and unforgettable stories.

But while the after-parties are spontaneous, the need for a safe, on-theme, close-by place to crash is not.
We realized:

If guests were already looking for a spot to land, NEXX just needed to own the moment.
So we didn’t wait for them to come to us.

We launched “Let the After Party Begin” as a fully integrated brand moment.

Created playful and suggestive copy like “Where to? Nexx” and “Wrap Up Your Nexx Surprise”
Designed custom condom wrappers with QR codes to exclusive landing pages
Deployed a street team during Miami Music Week to hand out branded merch
Ran targeted social campaigns before, during, and after the festivals
Executed an OOH strategy with high-impact billboards placed for both foot and vehicle traffic
Launched a landing page experience to drive reservations

THIS IS WHAT WE DID - THIS IS WHAT WE DID - THIS IS WHAT WE DID - THIS IS WHAT WE DID - THIS IS WHAT WE DID -

Significant lift in social media mentions and engagement

2,000 percent increase in website traffic

Record-breaking number of reservations

“Let the After Party Begin” evolved into an ownable brand platform

Audience recall of the campaign slogan in post-event surveys