Post on 13-Apr-2017
Jared Brill
JAMS 307-001
Creative Brief Template
Creative Brief
Client: Aloft Milwaukee Hotel
Product: Quality hotel rooms/banquet halls/bar and group sales
Medium: Quick Look Ad, Print Ad, Outdoor Ad, :60 Radio Ad
WHO?
Men and Women with a tasteful lifestyle. Hip, trendy, big-city, well-established travelers who
expect a stylish, fast-paced hotel environment.
WHAT?
Be happy and productive while staying at Aloft. Get your work done and then join the
excitement in the Re:mix lounge. Aloft has a 5-star ambiance with fresh deals and nightly
specials on tap. Aloft caters to the social, energetic young professionals who are drawn to this
unique hotel hideaway with amenities-galore riverside.
INSIGHT
The new way to stay and play.
SUPPORT
The urban, stylish and contemporary atmosphere is a must-see. The WXYZ bar host’s local and
national live music concerts in Re:mix. Boats are welcome to dock on the river to enjoy a night
out at Aloft. Live music, happy hour, loft specials and the Star wood loyalty program are just a
few of the reasons to visit the happening hotel on the river.
MANDATORIES
Become apart of the lifestyle brand and take advantage of style at a steal.
http://www.starwoodhotels.com/alofthotels/index.html 414-226-0122
Jared Brill
Advertising Work Plan
Product: Aloft Milwaukee Hotel
Situation Analysis
1) History:
As we all know, the Aloft concept was developed in 2005 with the first hotel opening in
Montreal in 2008. The main concentration of this campaign will be on Aloft Milwaukee
which was founded on December 10th, 2009. Our main affiliation and motto is that the
Aloft is a vision of the W hotels. The W opened in 1998 in New York. It has been a
global powerhouse showcasing luxurious hotels with an innovative touch as you know.
Starwood Hotels and Resorts own Aloft Milwaukee and we need to capitalize on the
benefits it offers our customers. Starwood hired Aimbridge Hospitality which is an
investment company that manages our Aloft property. Aimbridge was founded in 2003
by Les Bentley, former President of Wyndham Hotels and Resorts and Dave Johnson,
former Vice President and Chief Marketing Officer at Wyndham Hotels.
2) Current Situation:
Due to our diligent work and dedication, the Aloft is currently ranked 3rd
in Milwaukee
for hotels based on occupancy. There are 15 downtown hotels and the 2 that are ahead of
the Aloft in occupancy growth are the Marriott Courtyard and the Residence Inn. Our
sales team helped Aloft Milwaukee experience a 34.4% growth rate since last year. The
combined average of Milwaukee hotel’s growth last year was 2.2% There are 28 W’s in
the US and 49 Alofts in US. which gives us more room to expand and compete. There
are currently 7,519 total Aloft rooms in the world, 43 of the 49 hotels are in America.
There are 4 Aloft’s in Asia and 2 in Europe. Aloft Milwaukee sold 27,806 rooms so far
in 2011. The average occupancy rate for the hotel this year is 72.2% which is a good
percentage statewide. Starwood’s top 5 markets in revenue for hotel properties are New
York: 12.7% Hawaii: 6.2% Phoenix: 5% Boston: 4.4% Chicago: 4.3%. There are
presently 145,000 Starwood employees. We need to begin our expansion to other
countries to broaden our brand and create awareness.
3) Target Audience:
Demographics - Predominantly white business men and women traveler’s ranging in age
from 25-40. They at least hold a bachelor’s degree and work for prominent firms such as
Johnson Controls, Northwestern Mutual, Accenture, IBM etc. Frequent guests of the
Aloft are mainly from the US and are non-local.
Psychographics - Hip, younger professionals dominate the hotel’s scene. The unique,
contemporary style attracts the similar type of guest. Customers are usually big-city
commuters with high expectations in a stylish, fast-paced environment. Energetic and
social young professionals flock to Aloft hotels to conduct business and mix in some
fashionable fun at the same time. The psychographics of this product are new
generations of travelers who are youthful, reasonably well-off clients who love the value
and style Aloft hotels have to offer. We have a solid backbone to begin our integration
and brand awareness.
4) Geography/Seasonality/Purchase Cycle:
The core of Aloft guests are from the US, but a plethora of races and cultures thrive at
this establishment as you all know. 43/49 Alofts are based in the US, so expanding the
product is necessary. In our experiences in hospitality, the summer time is the time to
travel and the Aloft is buzzing during the months of June, July and August. Winter time
in Milwaukee is the slowest time for hospitality and hotels. Growth in other countries to
gain brand awareness is our goal and essential in Aloft Hotel’s success.
5) Competitive Analysis:
Primary competitors - All other local Milwaukee hotels pose competition. Marriott
Courtyard is Aloft’s main competition, Residence Inn is second. By occupancy growth,
Marriott=#1, Residence Inn=#2 and Aloft=#3. The remainder of hotels in the city are
primary competitors like the Hyatt, Intercontinental, Pfister, Hilton and Hotel Metro.
Secondary - All other Motels or resorts in the Milwaukee area pose a secondary
competition threat. Condo’s and apartments with short leases could be considered
competitors as well.
6) Media Analysis:
The majority of our advertising for the Aloft is executed through Print, TV, Sales
meetings and cold-calling. Creating and maintaining frequent customers should be our
main goal at Aloft. Rewarding devoted clients through Starwood’s loyalty program
initiates media strategy’s in place to generate more revenue. Offering happy hour
specials at the WXYZ bar is part of the effort to reach out to more potential clientele.
Our unique verbiage of the hotel and its features sets us apart from other hotels in the
area.
7) P.R. Analysis:
Promoting the Aloft product by selling the idea of, “The new way to stay and play.” This
message is released to the public with hopes of it generating a buzz in the area to have
guests steer away from the traditional hotels. Starwood’s loyalty program is an activity
that we use to retain loyalty. Our sales personnel advertise free live music shows in the
Remix lobby which are promoted by P.R. agents throughout the Midwest. How can we
improve this? Our local professional business parties raise awareness and an environment
for networking with local clients and possible customers. Aloft advertises our state-of-
the-art lofts (rooms), WXYZ bar, Tactic rooms for banquets and weddings as well as our
brilliant river-view that separates the hotel from most in the city.
8) SWOT Analysis:
Strengths - Unique, contemporary hotel different than most Milwaukee hotels. Youthful,
stylish following who enjoy the value and style the Aloft has to offer. Integrity is
practiced through transparency and responsiveness. Aloft Milwaukee is a non-traditional
style with a 34.4% growth rate increase which is currently the 3rd
best hotel in Milwaukee.
Weaknesses – Cater to mostly well-off, younger business travelers. We need to expand
product to attract other demographics. The Aloft is a limited-service hotel with the
demands of a full-service property. This is a challenge for our team and we need to think
of ways to fight this continuous battle. There is no restaurant, room service and bellman
for example that well-traveled customers rely on.
Opportunities – Aloft is a newer product that has a lot of room to grow nationally and
world-wide. There is room for a more productive and effective marketing campaign to
generate brand awareness and conduct more sales. Strengthening of the brand will
ultimately create more revenue.
Threats – Losing customers to other hotel competition is our main threat. There are a
good amount of full-serviced hotels that can offer more services than Aloft. The trend
towards a different type of hotel which started strong, could slowly disintegrate and
therefore lose business. Aloft has been criticized for being too slick and formalistic with
our approach. We abandoned the phrase, “Aloha” as it was deemed to be tacky. Other
threats could be real estate investments and the ability to manage our growth.
Campaign Unit
1) Current brand Position:
Aloft has the brand position of being a “vision of the W hotels.” We have transformed
into a stylish, limited-service, non-traditional hotel. Clients want to stay in a fresh, trendy,
sociable atmosphere. Low room prices with a contemporary style are the brand positions
that our team will be sticking to.
2) Communications Objectives:
We want to focus on widening the consumer base and broadening the clientele.
Becoming a world-wide household name is the goal.
3) Consumer Needs: Creating a fun, hip, socially acceptable hotel that accommodates needs of all travelers.
Mixing in pleasure with business is key in consumer needs.
4) Major Features and Benefits:
-The new way to stay and play
-Style at a steal
-Contemporary, hip and trendy business casual hotel with having fun as a major priority
-Cheaper version of the W hotel
-Non-traditional, unique hotel
-Colorful, trendy, contemporary, individualism is encouraged
-Starwood loyalty program
-Guest of the day
-Gold/Platinum amenities
-Great downtown riverfront location
5) Main Message:
Aloft is for the business and leisure traveler. Fresh, fun and fulfilling! The new way to
stay and play.
6) Call to Action:
“Don’t waste any more time on indulging at an Aloft near you to experience the new way
to stay and play. Come join the buzz at Aloft and see why style at a steal is the new
standard in hospitality!”
Jared Brill
JAMS-307
CLIENT: Aloft Hotels MEDIUM: :60 Radio TITLE: The New Way to Stay and Play DATE: 11/21/11 MUSIC Indie Rock Song performed by Phoenix, “Lisztomania”
ANNOUNCER Take control of your destiny by becoming a guest at Aloft
Hotel! We will show you why the Aloft brand is the new
way to stay and play.
Book a loft at our funky property this week and receive half-
off any loft style, and also get 2 free drinks from the WXYZ
bar! Our liquid chefs fuse together some majestic
concoctions that will have you coming back for more!
Style at a steal is our motto, and we thrive on exceeding
guest’s expectations by going above and beyond.
Take advantage of this epic deal and join the excitement and
thrill at an Aloft near you. Call us @414-226-0122 or go
online @ aloftmilwaukeedowntown.com to make your
reservation. See you on the river!
It’s Eclectic.It’s Savvy.
It’s Aloft.Reinvent the way Reinvent the way you stay and play. A funky, fresh riv-erside loft awaits you at our stylish, urban hideaway.