This February, many brands and companies will showcase their wares in the gift bags for all major nominees at the Grammy and Oscar awards.

After the 58th Grammy Awards event on February 15, at least 150 Grammy attendees walked away with a gift bag worth $22000. The bag included holiday packages, fitness plans, interior-decorating services, and even sweets coated with gold. The most expensive gift was a $6,180 Fit Club TV Ultimate Fitness Package, which includes seven nights at a Hilton Head Island fitness resort.

At the upcoming Oscar awards later this month, each of the 25 acting and directing nominees will receive a gift bag worth $230,000. The most expensive item will be a first class, 10-day trip to Israel worth almost $55,000, followed by a 15-day walking tour of Japan at around $45,000. Other attractions in the bag included unlimited Audi car rentals and a lifetime supply of Lizora skin creams.

While some of the celebrities might never actually use all products in the gift bag, the idea of filling so many goodies is clearly a marketing plan by various companies to grab the attention of the world media.