Problem
As a brand with high awareness but low conversion in a price-driven category, Motel 6 needed to build emotional preference and direct bookings among economy lodgers.
Insight
Motel 6 guests aren’t just Economy Lodgers, they’re Economy Movers– diverse travelers who keep the economy going even when everything else shuts down. They cherish their way of travel, but don’t feel it is understood or celebrated in the luxury-focused industry.
Solution
Relaunch the iconic “We’ll Leave the Light On For You” campaign with a series of stories and actions that shine a light on the inspiring guests we leave the light on for: the overlooked, yet essential Economy Movers.
Results
By authentically shining a light on the unique folks who stay at Motel 6 versus the category, the brand proved they understood their guests better than anyone, resulting in +8pts NPS among Hispanic guests, +30% in direct web bookings and +60% in direct web booking revenue versus pre-pandemic levels.
Awards
Reggie Gold for Rebranding, Repositioning, or Reintroducing Marketing category
Radio Mercury Best Creative Radio Spot: Insightful Voice
Chief Marketer Gold Pro
Ambit Gold for Business-to-Consumer Integrated Marketing
Shorty for Industry: Hospitality, honor for Audience
Team
Strategy: Yours Truly
Creative Agency: Barkley
Diversity Council: Corazon, Phil Polk, Ghadeer Garcia