Metropolitan hotel chain leveraging pop-star power

Upgrades and celeb-worthy perks for non-famous guests will include stays in Jay Z's 3-storey penthouse and sessions with J. Lo's personal trainer.

During its ‘Instant Star Power’ promo, which runs Jan. 1-Mar. 31, the Metropolitan hotel chain – which includes Toronto’s SoHo Metropolitan, the Metropolitan Toronto and the Metropolitan Vancouver – will give guests star treatment.

Perks include an upgrade to Jay Z’s 3-storey penthouse pad at the SoHo Met, complete with private glass elevator; a dish created for Bryan Adams; Diddy’s favourite sweets; in-suite salon services identical to those extended to Nelly Furtado; and sessions with one of Jennifer Lopez’s personal trainers. One randomly chosen guest will receive two executive-class tickets to fly from either Toronto or Vancouver to a penthouse in the other city, complete with personal chefs and Escalade ground transportation.

To publicize the initiative, print ads will appear this month in The Globe and Mail and magazines including BMW and Air Canada’s Enroute. Still to come are OOH ads in Toronto and Vancouver, radio spots in Vancouver, online banners at and other websites, direct mailers and hotel lobby signage. As well, a ‘secret guerrilla initiative’ is in the works for December.

Metropolitan Hotel’s in-house advertising agency, HMWV, developed the creative and handled the media buys, and the idea was conceived by the hotel chain’s president.