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Media and PR

The Challenge of Integrating User-Generated Content Into Travel Advertising

Samantha Shankman

Photo Credit: Tourism Australia reaches out to Natalie Grono for permission to move forward in submitting her photo in the City of Sydney and #AustralianLife Instagram Competition.  Instagram / Natalie Grono

Skift Take

Brands have to be smart about integrating user-generated content into their ad campaigns to avoid legal problems and fan pushback.

There is a wealth of incredible, authentic photos of destinations and hotels on social media today, and smart brands are learning what it takes to turn those uploads into campaigns that spread brand awareness beyond individual customers' and visitors' social media circles. The challenge with using such posts for brand purposes is that companies should obtain permission for every photo used. For ads, like Hyatt House's new YouTube video, that means obtaining rights to at least 25 photos. The campaign was inspired by social content that guests were sharing that gave their friends and family a glimpse into their Hyatt experiences. "Since the ca

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