Perth welcomed a new hotel experience unlike any other when Aloft Perth opened its doors on 26 May, 2017 in The Springs, Rivervale.
Clarity was integral to this launch, winning a pitch process to develop and implement a strategy to announce the first Aloft in Australia.
We were tasked with creating awareness of the Aloft brand in the Australian market and generating buzz both locally and nationally.
This was a great opportunity to introduce an unknown brand into the Australian market.
The main challenge was content. This needed to be generated well in advance to increase awareness, however the hotel wasn’t ready for cameras until a few weeks prior to launch date.
In addition, the WA media sector is highly concentrated therefore stories were to be generated specifically for each outlet.
Our proposed strategy was to create a point of difference by changing the perceptions of what a hotel in Perth can be. This lead to an emphasis on localising the brand by focusing on Western Australian art and culture through a mix of traditional and digital media.
In addition to intrastate and interstate travellers it was decided local residents would also be a target segment for our campaign. The hotel was to be seen as a part of the broader precinct of The Springs, rather than a stand-alone hotel, due to the significant amount of community engagement opportunities within the hotel such as Springs Kitchen and W XYZ Bar.
Our tactics to reach these audiences included a comprehensive Media Famils Program, assistance with an opening event to generate local media and a teaser social media campaign (using unique content that didn’t involve the hotel itself), and a media partnership with Urban List to effectively reach these target audiences.
The Results at time of launch
- Major coverage at a state and national level was obtained. This included Channel Seven, Channel 9, ABC, Financial Review, The Australian, The West Australian and syndication nationally across News Corp.
- 100% positive sentiment was achieved.
- From the beginning of the campaign period in March we have grown the Facebook page by 1,806 fans and Instagram by 1,359 followers. The pre-launch and launch social media content and advertising campaigns have reached 168,439 people and achieved 77,658 post engagements.
Continue to aloftperth.com