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