We’ll Leave the Light On. For You.
// Motel 6
Motel 6 shines a light on the budget traveler
Motel 6 was seen as a commodity purchase, not a place guests drove the extra mile to stay. Our task was to shift the perception of Motel 6 to become the brand our audience prefers.
The guests who stay at Motel 6 aren’t just Economy Lodgers, they are Economy Movers– the often overlooked, misunderstood budget travelers who keep our economy moving — from blue collar to essential workers, to the trucker drivers who we all rely on. Motel 6 can’t just be the brand they prefer, we need to be the brand they deserve.
The “For You” campaign gives Motel 6’s iconic tagline an empathetic twist, shining a light on the guests we leave our light on for. It is supported by a long term commitment to know, help and celebrate this incredibly inspiring audience.
The campaign resulted in 900M impressions across broadcast, radio, streaming audio, social, digital, owned and earned channels, 60% increase in revenue, 30% increase in room reservations and garnering USA Today’s Best Budget Hotel Brand of 2022.
Motel 6 “For Abuela & Tito” :30
Motel 6 “For Omar” :30
Open Road
We turned Motel 6’s Instagram channel into a budget-friendly travel magazine called Open Road, publishing human interest stories of our Economy Movers and tips for guests traveling on a budget.
Radio
And in radio, we could not completely abandon some of the most iconic radio in advertising history. We continued the For You campaign with that same empathetic twist.