If pictures are indeed worth a 1,000 words, then sharing them on Twitter via Instagram must translate into tons of marketing merit.
That’s what the marketing guru’s at Starwood’s Element Hotels hope for, at least, as they have created a social media-oriented promotion timed to coincide with North America’s Summer Solstice, which occurs at 7:09 p.m.
Guests checking-in that day at Element Hotels, a US brand, with its “bright designs” and ample “natural light,” receive Aviator sunglasses and are encouraged to pose for glam shots in them, and to share Instagram pics on Twitter with the hashtag #element hotels.
Open for guests since 2008, Element Hotels will emphasize at the advent of Summer 2012 that natural light benefits one’s mood and overall well-being, and that eyes and brains perform optimally in the aforesaid natural light.
And, oh yeah, the hotel states: “Element’s architecture captures 90% of daylight, reducing our dependence on artificial lighting (and drain on electricity).”
 There are no shades of gray in this marketing message.
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What a fun promotional gig! Neat
And now I have a new hotel to follow on Instagram 
Jenn Seeley – Community Engagement, Radian6
Although, I wonder if they were aware of how popular the hashtag #element already is on Instagram.. there’s going to be an interesting mix of aviators and skateboard gear
Great marketing! Reminds me of a NYC hotel promotional campaign of 20 years ago, where upon check-in guests were given black T-shirts with the new hotel’s name and location tastefully noticeable on the front of the shirt. Within weeks you could see dozens of fashionable guests roaming around NY, effectively performing word-of-mouth marketing for the hotel.
Social media is word-of-mouth on steroids at lightning speed. Kudos to Element for a smart campaign.