Starwood group, had one of the biggest hotel portfolios in the world including brands like Sheraton, W Hotels and St Regis before being sold to Marriot Group.

20ten worked on several Starwood initiatives including a post Aloft Star America project with the winners of that competition.

Our favourite was the Busker campaign, a 20ten idea given to Starwood as a way of taking raw talent off the streets and giving them the chance of writing and recording a song to show what young buskers could do if given the chance. 20ten pitched the idea and Starwood and Aloft loved it.

The idea was to search the streets and source the best buskers we could find, offer them the chance to take on the challenge of writing and recording a Xmas song in just 24 hours. The project would be filmed and then turned into a music video with the finished track played over the content. The video would showcase Aloft as a hotel and venue and as a supporter of local talent giving that talent a platform and opportunity.