Forbes.com staff member Jennifer Rooney sits down with Loews Hotels and Resorts Chief Marketing Officer Bruce Himelstein in this video interview to discuss a range of topics, including how Loews became the first hotelier to leverage Twitter for making reservations.
The two also discuss Loews marketing challenges, staying up on trends and how to maintain its uniqueness and differentiation among competitors even as it expands to new markets like San Francisco and opens new hotels in Chicago, Los Angeles and Boston.
Through its marketing, the 60-year old brand continues to grab share with help from its campaign, “The Room You Need,” which launched in the summer of 2013. The budget of $4 million includes social media, digital and print. Himelstein said in the video interview that he and his team have worked to innovate the brand by investing in digital and social media and are able to work quickly and nimbly to pull of exciting new services, like making it possible for customers to make reservations via Twitter.
“The Room You Need” campaign includes a number of YouTube videos showcasing the brand’s different hotels, like this one in Miami Beach that was posted last fall and has 1,500 views.
In other Loews news, to extend the spirit of Valentine’s Day, the brand is offering “Shots of Love.” The promo, which began around Valentine’s Day last month, runs through the end of March and taps the creativity of chefs, mixologists and even guests to craft custom cocktails and culinary delights.
“The new ‘Shots of Love’ promotion provides a unique level of engagement, with inspiration drawn from the talent we employ, the regions around us, as well as the guests we serve,” Himelstein said when the promotion was announced. “The idea is to create lasting travel memories that make Loews stand out from the pack.”
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