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Marriott International

Live at Aloft Hotels ‘Homecoming Tour'.

Demonstrating a global commitment to music lovers and makers.


The Challenge.

For nine years, Aloft Hotels ran a program called Project: Aloft Star, that found and supported unsigned artists around the world. The brand was looking to reinvigorate the series with innovative thinking and a focus on demonstrating Aloft’s dedication to music, technology and design – scaling beyond the US.

Real World Thinking.

Based on key insights gleaned during previous tours, taking an emerging artist back to their “hometown” provides an opportunity to drive excitement, engagement – and further solidifies the brand’s commitment to real music experiences. Therefore, we worked with Universal Music Group to take musicians back to the locations that made them who they are today.

The Execution.

The global eight-stop ‘Homecoming Tour‘. A series of intimate concerts from Shanghai to Chicago, Dublin to Dubai, that embodied our commitment to an uncompromised musical experience for all; bringing amazing performance, innovative technology, devoted fans and stunning Aloft Hotel venues together to create truly memorable moments.

Understanding the reality of cell phones at the modern-day concert, we even embraced them as a tool to enhance, rather than hinder performances by partnering with renowned British street artist INSA to create a first of its kind augmented reality ‘GIF-iti’ stage. His bespoke, interactive artwork came alive when viewed through your device to tell the story of each artist, the city and their journey home, which guests could view and share via the custom-built Aloft app.

The Results.

  • 8 events delivered globally
  • Over 2,000 live guests reached & 10,000 RSVPs
  • 2.3bn PR impressions & 68.6mn social impressions garnering 15+ years in content watch time.
  • 25% of the audience adopted the new AR technology


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