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.
What's Driving This Trend
- Authentic User-generated Content
- Opportunity for brands to utilize user-generated content to create authentic and relatable campaigns.
- Social Media Marketing
- Growing trend of brands using social media platforms to connect with their target audience and promote their products or services.
- Visual Storytelling
- Increasing importance of using visual content, such as photos and videos, to captivate and engage users in marketing campaigns.
Who This Affects Most
- Hospitality
- Hotels and resorts can leverage user-generated photos to showcase their properties and attract potential guests.
- Advertising
- Opportunity for advertising agencies to develop creative campaigns that feature authentic user-generated content.
- Social Media
- Platforms like Instagram and Facebook can explore partnerships with brands to facilitate the use of user-generated content in advertising.
