aloft

Aloft Liverpool

Overview

The brief

Aloft Liverpool, the second Aloft hotel in the UK, was set to breathe new life into the previously derelict Royal Insurance Building in central Liverpool – a stunning, 110-year old, Grade II listed landmark. We were tasked with creating a unique hotel launch to celebrate its opening.

Our launch campaign needed to not only communicate Aloft’s unique design and guest experience to a new market, but also pay credence to the city’s cultural heritage and show off the incredible property.

The campaign

We were keen to celebrate the city’s legendary music status, while avoiding the Penny Lane clichés. Our solution? A partnership with global music movement, Sofar Sounds.

Sofar Sounds creates unique music experiences by hosting secret gigs with break-through artists in intimate spaces around the world. A perfect partner for Aloft, who regularly open their doors to up and coming musicians as a part of their Live At Aloft global music programme, Sofar Sounds gigs are designed to bring back the magic of live music.

For the launch event, Sofar Sounds curated a series of secret, intimate gigs in unexpected spaces throughout the hotel, giving guests an opportunity to explore the entirety of the building and experience the gorgeous guest rooms.
Acts such as Stealing Sheep, Bill Ryder-Jones, and Calvalry were joined by students from the infamous Liverpool Institute of Performing Arts to perform on the night.

The launch brought together a 500-strong crowd of local residents and celebrities, corporate influencer groups, Starwood management, competition winners, music lovers, and a mix of top tier national and regional media.

Alongside this, in the run up to launch we ran a proactive and reactive press office communicating the Aloft brand story to media, with images and opportunities to visit the site. The team went out with the business and trade story, engaging with local stakeholders and corporate influencers to create advocates of the hotel, and offering interviews to national, regional business and trade media with key spokespeople.

The results

• Overall the campaign secured 160 pieces of coverage, including the Guardian, Observer, Sunday Times, Daily Telegraph, MailOnline, ELLE, and BBC News

• Media attendance at the launch was strong, with 24 key journalists attending

• Stakeholder engagement proved so successful that the hotel gained a place on the rosters of local influencer groups such as Liverpool Fashion Week, Lime Pictures, Radio City, LIPA, and Collective Honours

• The hotel’s occupancy rates in the first two months of opening were approximately 20% over expected occupancy rates