Steph Ross

New to the Boston Seaport District, the Aloft and Element Hotels wanted to create a second space for young professionals living in the neighborhood.

The Aloft is known for its high-tech, artsy aesthetic, while the Element carried an airy, eco-friendly vibe. Together, they worked with my team to reach their respective audiences.

For the Aloft, our primary target was young, artsy professionals who live or work in the Seaport District. We worked with local social media influencers like Claudiane of Nail the Cocktail to highlight its fun cocktail menu and appetizers, and Nacho the Frenchie to promote the hotel’s Arf Program. In 2016, I also spearheaded the media launch for the first-ever voice-activated smart hotel room, garnering coverage in outlets like Condé Nast Traveler and Bloomberg.

The Element sought to reach local and out-of-state families to position itself as an extended stay option that offers a relaxing spa-like aesthetic with fully-equipped in-room kitchens. Business travelers looking for a more comfortable stay and meeting room option were our secondary audience. My team and I created kid-friendly travel packages for parent bloggers, like Vacationland Mommy. We also created a “Disconnected Stay” package for reporters and bloggers to lock up their devices for the duration of the stay.

For both properties, our consistent drumbeat of creative pitch angles and guest packages reached nearly 500 million people, increasing awareness and hotel reservations.