Demonstrating a global commitment to music lovers and makers.
Marriott’s incubator brand, Aloft Hotels, ran an annual music program, finding and supporting unsigned artists across the US. For it’s tenth year, the series was in need of reinvigoration, so Sense was tasked with bringing some innovative and creative thinking to the table, looking at how to seamlessly hero the three brand pillars: music, technology and design.
Our idea was to emotionally engage local audiences with a series of events, bringing artists back to their hometowns at Aloft venues across the world, to include cities such as Chicago, Los Angeles, Dubai, Madrid and Dublin.
Working in partnership with Universal Music, we created an eight-stop global Homecoming Tour, which was a series of intimate concerts that embodied our commitment to uncompromised experiential marketing through music. We brought together amazing performances, innovative AR technology, devoted fans and stunning Aloft Hotel venues to create something truly memorable.