Problem
Motel 6 was struggling to convert guests in colder regions during the winter months (a notoriously slow season for the industry).
Insight
Turns out, our budget-concious guests are 5x more likely than the general population to be interested in skiing - an infamously expensive sport. So how could Motel 6, a brand that stands by low price and accessible travel, find a way to make skiing affordable for them?
Solution
We positioned Motel 6 as America’s most affordable ski lodge, partnering with longtime Motel 6 guest and legendary ski bum Joe Miron who’s been skiing on a budget for 50+ years by making Motel 6 his go-to mountain lodge. Our two partners, The Share Winter Foundation and IndyPass, helped us take it one step further by making skiing more affordable on the slopes for our guests, too.
Results
Our “Ski For All” campaign was a huge success, driving unprecedented winter business for Motel 6 including:
+20% in overall revenue for ski-resort adjacent properties, contributing to a +15% in overall business revenue YoY.
+52% in the all-important direct website bookings for ski resort-adjacent properties, contributing to a +36% in direct bookings YoY for the business overall.
174MM earned impressions across 2,600+ placements, including standout coverage in an NBC broadcast Olympic Zone segment during the 2022 Winter Games.
All proving Motel 6 helped to make ski trips possible for budget-travelers.
Awards
Reggie Gold for Travel & Tourism Marketing
Jay Chiat for Regional Strategy
Gail Award for Culture & Context
Bronze Clio
Radio Mercury Award
Digiday Best Brand Film-Series
Team
Strategy: Yours Truly
Creative Agency: Barkley
Diversity Council: Corazon, Phil Polk, Ghadeer Garcia