LONDON — Aloft Hotels has brought in Unity to support the UK launch of its music competition, which it hopes will help it disrupt the mid-market hotel category.

Unity, which secures the brief following a competitive review, will oversee creative strategy for the UK launch of 'Project Aloft Star',  which searches for emerging artists around the world. 

Project Aloft Star has previously focused on the Americas and Asia-Pacific. Unity will help extend the initiative to the UK, by connecting the hotel brand with influencers from the world of music.

"Unity’s blend of social expertise, passion for music and highly connected team made them the perfect fit as a partner for Aloft," said Elena Mendez, VP of brand management at Aloft Hotels. "We had an instant connection with the team and were really impressed with their refreshing creative approach that helped unlock some of the challenges we had been facing and are really looking forward to working with them."

The Unity team will be led by director Katy Stolliday. Aloft does not currently work with another UK PR agency.

Since the brand was launched by Starwood in 2008, the Aloft portfolio has grown to over 100 properties spanning more than 15 countries, focusing in particular on urban-influenced design and guest experience to distinguish itself from mid-market rivals.

In the UK, Aloft currently operates three hotels — two in London and one in Liverpool — with a fourth due later this year in Brighton.