Aloft Perth –Hotel and destination marketing

The Brief

After a highly successful launch into the Perth and Australian market in mid-2017, the Aloft Hotel brand wanted to maintain market momentum and attract new audiences to the new hotel, its vibrant W XYZ Bar and signature restaurant Springs Kitchen.

Our team was tasked with creating ongoing awareness of the Aloft brand in the local Australian market by generating buzz through a long-term social campaign.

The campaign had two distinct elements – a focus on Aloft Perth and a separate focus on Springs Kitchen within the hotel, which operates as a stand-alone brand and quality restaurant for the local community in this area of Perth.

The Challenge

The Western Australian hotel market is highly competitive and in a unique phase of growth where multiple new hotels are opening each year.

While being one of the newest hotels in Perth, the challenge was to keep the Aloft Perth brand front of mind for people in both the Western Australian and national tourism market.

The Springs Kitchen restaurant has been created as a stand-alone offering and needs to appeal to both hotel guests, and attract the broader community as a contemporary dining and meeting place for breakfast, lunch and dinner.

The Solution

Our strategy has been to run integrated social and activation campaigns combining hotel produced content; encouraging and promoting influencer involvement with Aloft Perth and Springs Kitchen; and leveraging media activity from our partner agency Clarity.

Activities have included the implementation of popular rooftop yoga sessions on the terrace overlooking Perth CBD on the hotel’s 14th floor. These sessions have been held in partnership with leading lifestyle and leisure brand Lululemon and attracted a high level of influencer engagement. They have been successfully promoted via social media such that they have been fully booked for weeks at a time.

Various social campaigns have been run to promote Aloft Perth’s proximity to Optus Stadium and the opportunity for people attending events to drop into both the W XYZ Bar and Springs Kitchen for a drink or bite to eat before the game.

Social advertising via Facebook and Instagram supports all content activity with a range of highly targeted campaigns that focus on many different audiences, such as supporters of sports teams playing at Optus Stadium, visitors to Perth from regional WA, and locals looking for a great restaurant that is in the eastern part of Perth and near to the CBD.

Our team works alongside the Marriott International in-house digital team to identify audiences online, with Firefly taking responsibility for social advertising within Western Australia and the Marriott team targeting the East Coast.

The Results

  • High levels of engagement on both Aloft Perth and Springs Kitchen social platforms with conversions through to website and bookings
  • Successful integration of activations, influencers and media to create content rich campaigns