aloftAtomic PR, the San Francisco-based technology-oriented shop, has aced the Twitter pitch for Starwood Hotels Aloft brand, which pushes its “style at a steal” brand for younger travelers who want an alternative to the typical business or vacation-oriented facilities.


Stacy Trevino, the Starwood PR executive who oversaw the Twitter shootout, told O’Dwyer’s the process attracted more than 240 PR firms and individuals.

Starwood today announced that the first Aloft has opened in Silicon Valley in Cupertino, adjacent to Apple’s campus.

Other nearby tech neighbors are IBM, Hewlett Packard, Google and Santa Clara University, plus the upscale shops and restaurants on Santana Row.

Aloft Cupertino is the first in the 60-member chain to feature Apple TV in its guestrooms.

The unit is the third Aloft hotel in the Golden State.