Loews Hotels Ad Campaign Uses Guests' Instagram Photos to Refresh the Brand
Skift Take
The integration of user-generated content into campaigns reassigns creative control from composing and capturing images to identifying real-life stories.
As lifestyle hotels sprout, older luxury brands strive to breathe new life into their marketing campaigns to stay relevant.
Not only do hotel brands need to revamp their rooms and perfume their common areas to exude a contemporary feel, they also need to meet the evolving needs and appeal to the tastes of guests wherever they are. For Loews Hotels and Resorts, that 'where' is on Instagram.
In 2013, Loews launched a more traditional campaign around the theme, the "Room You Need."
"Before the 'Room You Need' campaign launch, I could take every lodging's marketing campaign, blow it up and put it on the wall, and I could remove the logos and interchan
