Two years ago, Loews' "The Room You Need" campaign told the story through their guests. Now, they are letting the guests tell the stories themselves, a first for the hospitality industry, according to Loews Hotels & Resorts CMO Bruce Himelstein. “What better way is there to tell the story of our hotels than real images captured by our guests,” Himelstein says. “The images they take during their stay convey their actual thoughts, feelings and experiences, allowing us to show future guests what it’s really like to stay at Loews Hotels & Resorts.” The ads, which will be used in brochures and all kinds of collateral itself, draw from actual Instagram photos taken on Loews properties: a young banjo player in Nashville, a kid relaxing next to Portofino Bay swimming pool with cucumbers on his eyes, a gay Midwestern wedding are just three of them. Get the full story at MediaPost