This month, Loews Hotels & Resorts is debuting a new advertising campaign that features real-life images posted by hotel guests during their stay. Inspired by the significant increase in engagement with social media and Loews’ ongoing social innovation, #TravelForReal reflects the brand’s passion for authentic guest experiences.
Rather than relying on focus groups, camera crews, or models, the brand combed social media channels to find guests’ photos taken at Loews properties, showcasing their distinct experiences across the brand.
In July 2013, Loews Hotels & Resorts launched “The Room You Need” campaign, which was designed to reflect the ways guests interact with their hotels. After noticing a substantial increase in engagement with social media posts that included guests’ user generated content, Loews decided to take this approach beyond the social media realm and into all facets of marketing. The brand will feature imagery posted to public social media accounts, the majority of which is sourced from Instagram.
Created under the direction of Chief Marketing Officer Bruce Himelstein, along with Catch New York, the ads will appear in a mix of travel and lifestyle publications in July, including Condé Nast Traveler, Bon Appetit, Wired, and Architectural Digest.
“We feel as a leader within the social media arena, #TravelForReal was a logical next step for us to take as a brand,” Himelstein said. “The Room You Need really tapped into how people felt when they were away, and #TravelForReal will let guests to show us through their own images how they feel when they are staying with us, allowing us to tell our story in a unique way with ‘real’ images.”
Loews Hotels & Resorts currently has a portfolio of 23 properties in the U.S. and Canada, two additional properties under construction, and three distinct brands: Loews Hotels & Resorts, Loews Regency, and the OE Collection.