For You
Motel 6 had high awareness, but low conversion. They needed to shift from a brand competing for the lowest price, to a place where people wanted to stay. So we relaunched the iconic brand with a series of stories and actions to shine a light on the ones who are often overlooked — the Economy Movers. The travel industry calls them Economy Travelers. But we know they’re more important than that. They’re the hardworking folks who keep our economy going, even in the most difficult times. And they deserve the world.
60% YOY Revenue Increase
30% Increase in Reservations
27% Increase in Website Visits
Reggie Awards, Gold // Reggie Awards, Gold // Reggie Awards, Gold // Reggie Awards, Silver, // Radio Mercury Awards, Winner // Radio Mercury Awards, Winner // Radio Mercury Awards, Winner // Clio Awards, Bronze // Shorty Awards, Gold // Shorty Awards, Bronze // Shorty Awards, Audience Honor // The Gail Awards, Gold // The Gail Awards, Silver // The Gail Awards, Silver // The Gail Awards, Bronze // Webby Awards, Honoree // One Show, Shortlist // Digiday, Winner // Digiday Winner // Adweek // Ad Age
Motel 6 Case Study
Here’s a glimpse at how we successfully rebranded Motel 6 from a hotel known for a price point, to a brand of preference. The relaunch was almost too successful — and we had to pause advertising in order to hire more housekeeping staff to keep up with demand.
Ski For All
The average American is being priced off the mountain. Lift ticket prices are steeper than a double black diamond. And Motel 6, a budget friendly travel brand, believes that the mountains should belong to everyone. So we created, “Ski for All” — a bold mission to help make skiing more affordable, and accessible, for all.
Grand Introduction
Four million babies were born during Covid lockdown. And, grandparents, the most susceptible group to deadly symptoms, were unable to meet their grandbabies. We knew what their first trip would be as soon as restrictions lifted. So we partnered with AARP to give every grandparent in America a “Grand Discount” to stay at Motel 6. We launched our campaign by bringing several families together. Here’s just one example.
Motel 6 Second Ads
What happens when Motel 6’s legendary spokesperson and storyteller, Tom Bodett, has to contend with the modern day 6-second media buy? Here’s a stringout of how we tried to make the most of those short little ads.
Bringing Back The Trucker Horn Salute
Kids in the backseat used to ask truckers to blow their horns. But, with TV screens in cars, iphones, and ipads, kids don’t look out the window to interact with truckers like the used to. And truckers miss it. So we decided to bring back the Trucker Horn Salute as a “thank you” for all truckers do to literally keep our economy moving