Images of picturesque beaches, sunsets and cozy accommodations easily inspire wanderlust in people, but for its latest campaign, 'Travel for Real,' Loews Hotels and Resorts is using only authentic user-taken photos. Ads featuring kids relaxing in pools and tattooed banjo players are now being featured in various magazines, on displays in airports and as web banners.
As far as sourcing these images on social media, the brand began a search with hashtags and location tags, resulting in more than 35,000 photos considered for the campaign. Although the images have now been licensed by Loews, the hotel reports that these images were not commissioned and represent candid, real-life moments authentically captured by guests.
For many brands, authentic storytelling has been one of the most powerful ways to create an image that is unique and meaningful, as well as one that people want to support and interact with.
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