Motel 6 Brand Strategy

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 brand as “lighting the way” for the overlooked yet essential Economy Movers. Make the brand’s first act a relaunch of the iconic “We’ll Leave the Light On For You” campaign as an ongoing series of stories and actions to prove it.

Results

By authentically shining a light on the unique folks who stay at Motel 6, we transformed the brand and the business:

+30%

web bookings

+60%

web booking revenue

+8pts

NPS among Hispanic guests

Josie & Tom Bodett, the amazing human and famous 35+ year-long voice of Motel 6

Josie speaking at the ANA Multicultural Marketing conference with VP, Brand Marketing Jenna Berg and Hispanic cultural consultant Chris Campos of Corazon

Additional Awards & Recognition

  • 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