How Mower branded an event series for a hotel returning to in-person festivities and drove high attendance using social content and a Facebook ad campaign.

Aloft Hotels

B2C , Travel & Tourism

Public Relations // Social Media // Strategy

After two years without events, the Aloft Boston Seaport District Hotel wanted locals and tourists to rediscover its fun group activities and enjoy the craft cocktails and menu at its Re:mix Lounge and WXYZ Bar.

Embracing the community feel and lively vibe of its lobby bar, the Aloft developed a series of events to get people back together, engaged in fun activities and sharing time together. From group craft events to the revival of its popular Live@Aloft music series to pet- and family-friendly evenings, the hotel was ready to shine. But after nearly two years without events, would anyone come?

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Mower developed the Jingle & Mingle event series, a special holiday brand to unify the events and connect people back to the brand. With a vibrant event logo and specially treated social graphics, Jingle & Mingle captured the essence of the Aloft experience.


The Mower PR team then developed content — a press release, organic social media posts and content for area partner websites — and placed stories and event listings across the region to bring people back to live events.

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To bring it all together, Mower’s Performance Marketing team developed a Facebook carousel advertising campaign to showcase the many events with whimsical photography and imagery, lighthearted copy and calls-to-action to fill the events.

And the people came. From the series of craft-making events to live music to
a Drinks with Dogs party to the finale, “Fire & Ice,” a live ice-carving
demonstration held by the fire pits on Aloft’s patio. Both the events with fees
and the free events attracted hotel guests, neighbors, tourists, band fans, and
people and pets form from around the region. The Aloft community and party
scene was back.

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For the Facebook advertising campaign, click-through-rates exceeded benchmarks by up to 63%, and led to thousands of clicks to the Aloft’s event series landing page.

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