Motel 6 Brand Strategy

Shining a new light on an overlooked audience

  • 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

Additional Recognition

  • 3x Reggie Golds including Rebranding, Repositioning, or Reintroducing Marketing category

  • 3x Radio Mercury Awards including best insightful voice

  • 2x Shortys

  • Clio Award

  • Jay Chiat Strategy Award

  • Chief Marketer Gold Pro

  • Ambit Gold

  • Gail Award for Culture & Context

  • Digiday Best Brand Film-Series

Team

Strategy: Yours Truly
Creative Agency: BarkleyOKRP
Diversity Council: Corazon, Phil Polk, Ghadeer Garcia

Josie & Tom Bodett, 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