Project: Aloft Star

Aloft Hotels

Brief
Use music as a cultural platform to connect millennial audiences with Aloft hotels and drive brand awareness and consideration.

Insight
Everyone loves spotting and celebrating new talent and being part of the process…

Creative
We created a multi-channel new music showcase called Project Aloftstar UK. It leveraged relevant and credible influencers like Gemma Cairney to drive social engagement and media interest.

Effectiveness
1m plus content views on social channels
117 new musical artists showcased
35% engagement rate
Bookings up 25%
Now a global programme
Project Aloftstar UK
Marriott