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Loews, a luxury hotel chain, repurposed guest photos in their newest “Travel for Real” ad campaign which integrates images from Instagram using the Loews Hotels hashtags and location tags.

Photos range from shots by the pool to lounging on room couches, reinforcing the campaign’s primary message of guest relaxation and rejuvenation that can be found at Loews. By assembling real-life images of actual guest experiences, the #TravelForReal campaign aims to ensure anyone considering a stay at Loews that what they are seeing is real and not the artificial creation of professional talent (all owners of photos used were duly compensated). Through user-generated content, Loews is able to employ both emotional and personal context by allowing their guests to tell the real story.

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