The hotel chain, which belongs to Starwood Hotels and Resorts’ umbrella of brands, recently rolled out the Follow Me video, featuring photographer Gray Malin’s 24-hour journey from destinations including Palm Springs and Bhutan. Le Méridien Hotels and Mr. Malin aim to engage the social community by inspiring consumers to post their travel photos for a chance to receive the hotel brand’s rewards points or prints signed by Mr. Malin. “It’s no secret that travelers today look to mobile as a source of inspiration as well as a channel to book their travel, and it’s our goal to be where our guests are,” said George Fleck, vice president of global brand management at Le Méridien and Westin, New York. “Increasingly, our Le Méridien guest (the creative, curious-minded traveler) is mobile-first and extremely active on social media. “We especially believe that Instagram is a perfect platform for Le Méridien to communicate with current and new consumers who want to unlock destinations and discover new experiences. Our global destinations are diverse and exciting and it is important for us to share them in beautifully curated images -- hopefully stopping travelers in their tracks,” he said. Get the full story at the Mobile Marketer