Loews Hotels & Resorts announced a new marketing campaign that seeks to showcase the individual personalities of its each of its hotels. The $4 million initiative comprises advertisements distributed online, through print media and through social media channels. "We feel that 'The Room You Need' really taps into how people want to feel when they are away, no matter why they are traveling. ... We saw a real opportunity as an independent chain to express ourselves, without being aggressive and exclusive. This is an opportunity to share our story and our personality," said Bruce Himelstein, chief marketing officer of Loews.