Aloft Hotels is aiming to turn its rock-star brand image up to 11 with "Project: Aloft Star." The campaign, which launched June 25, solicits musical artists to upload their videos to Facebook for a chance to perform at the main stage of the hotel chain's "Live In The Vineyard" three-day music, wine and food festival in California's Napa Valley in November. The winning artist will also have the opportunity to be part of an Aloft-sponsored tour, performing at five Aloft properties throughout the U.S.

To help generate interest in the competition, Aloft is working with music venues and schools in markets like New York City, Chicago and Austin, TX, to promote directly to emerging artists and encourage them to participate and their fans to vote. The company sponsored Flavorpill's band showcase at this year's Northside Festival in Brooklyn, NY, on June 26, giving away branded Rubik's cubes “ certain to appeal to the children of the '80s that Aloft is targeting.

The cubes featured the hotel's logo as well as those of its sub-brands: w xyz, re:mix, re:fuel, and splash (the hotel's signature bar, lounge, quick-service food and beverage area, and indoor pool, respectively). Aloft also gave away cardboard drink coasters branded with the Project: Aloft Star logo and Facebook page URL, www.facebook.com/alofthotels.

"Our target demographic is the Gen Y-minded traveler who, on top of the latest trends, is interested in what's next," says Paige Francis, vice president of global brand management for Aloft. "Aloft hotels are designed to engage Aloft's Gen Y audience; as a virtual extension of the hotel's dynamic guest experience, Project: Aloft Star exemplifies the brand's innovative marketing strategy targeting the next generation of traveler on all levels."

The top three bands are chosen through a mix of votes from Facebook fans, Aloft guests and Live In the Vineyard artists over the period between June 25 and August 13. A second round of votes then commences from August 25 to September 15 to determine the grand-prize winner, to be announced on September 20.

In addition to bringing new talent into Aloft's hotels to perform exclusive concerts for guests, the brand also hopes the campaign will help increase traffic on its Facebook page and raise brand awareness in general among its Gen Y target demographic.

"We're just beginning to track the results and are in the very early stages of the campaign," says Francis. "We've already received some terrific video submissions on our Facebook page and are very excited as we move forward."