#MyViewYork: When a campaign becomes a promotion

Earlier this year, we launched our third annual content program for Mandarin Oriental, New York - #MyViewYork. This program partnered the luxury property with an Instagram photographer, who set out on a journey throughout NYC each month throughout 2015 capturing images of the most iconic, unexpected, spectacular and awe-inspiring views.

Nearly 12 months later, the popularity of this program hit unexpected peaks and the determination to democratize this campaign for consumers was born.

As of today, consumers can share their very own #MyViewYork on Instagram and as a result, could score a night stay plus a fantastic spa and culinary experience at New York's leading luxury property. Pretty sweet.