The brand launched in 2008 in Canada and the first UK property, Aloft London ExCel, is set to open ahead of the London 2012 Olympics.
Aloft Hotels are described as stylish but affordable and “designed to appeal to the iPad generation”. The signature look of the “urban influenced” Aloft rooms are ceilings nearly three metres high and oversized windows.
Starwood has appointed advertising agency Dentsu to raise awareness and engagement of the brand in the build up to launch and the communications will have a strong music and technology focus.
The campaign will feature outdoor, online, experiential, merchandising and social media activity, as well as the use of a mobile bar , named ’wxyz ’,at events around the country.
Starwood, which owns the W brand among others, expects to open up to 50 properties by the end of this year from Abu-Dhabi to Beijing.
Georgia-Lee Cleland, marketing manager at Aloft London ExCeL says “Aloft is a unique hotel experience for design-conscious, Generation Y consumers.”