HotelTonight launches its first national campaign today dubbed Tonight I am with a month-long Instagram effort. But instead of flashy pictures of hotels, this campaign shows images of people doing everyday things and then imagines them going to their dream places. For example, one image shows a woman in a cubicle at work holding a beach towel and ball. The hotel booking app started talking to Instagram about two months ago, claiming to be the first start-up to run paid promos on the app. Up until now, the bulk of Instagram marketers are big-name brands like Taco Bell, Ben & Jerry’s, McDonald’s and most recently, Gap's Banana Republic. "We mutually thought there was really good brand alignment given that we’re solely focused on mobile, and so are they. If you look at the reach of Instagram on mobile, it’s pretty amazing, and we felt that it was a great way to introduce more people to HotelTonight in a clever, creative way that was true to our brand and true to the company," said Sam Shank, HotelTonight’s CEO. Get the full story at AdWeek