Motel 6 Gets a Chic Makeover
PHOTO: Motel 6’s new campaign promotes its newly redesigned rooms. (Courtesy of Motel 6)
Motel 6, the ultra-value brand that also happens to be the largest owned and operated hotel chain in the economy segment of the North American hotel market, has launched a multi-million dollar marketing campaign to celebrate the new look and feel of its rooms.
Titled “Room to Room,” the new campaign is being introduced to match Motel 6’s stated commitment to inspire travelers to “save more for what they travel for.” It seeks to illustrate the property enhancements that are transforming the brand.
The “Room to Room” campaign began airing this month on national cable networks. It will continue with traditional and digital media through 2016. It also will be reflected in the brand’s new social media strategy to showcase a more contemporary and engaging approach to accommodations.
Motel 6 and The Richards Group collaborated with King and Country, a design-centric commercial production company, on the campaign. King and Country developed a 30-second commercial that combines technological advancements such as the use of a Red Epic Dragon camera, a model for image innovation that shoots over nine times more pixels than HD.
The ad was produced at a Motel 6 in Carson, Calif., and at Universal Studios in Hollywood, Calif., over the course of three days, featuring the voice of Tom Bodett, spokesperson for the brand since 1986, who uses the slogan “We’ll leave the light on for you” in Motel 6’s commercials.
“Our efforts supporting the brand renovation project continue to offer guests the consistency and dependability they expect from Motel 6, now in a newly redesigned modern space,” said Lance Miceli, executive vice president and chief marketing officer. “Thanks to the Richards Group and King and Country, we have successfully translated our vision into an amazing campaign.”
Motel 6, which is owned by G6 Hospitality Corp., currently has more than 1,200 locations across the U.S. The company’s goal is to renovate up to 75 percent of its portfolio in the U.S. and Canada by the end of 2015. the renovated Motel 6 properties across North America will showcase elements of the new room design. The functional, space-efficient areas deliver contemporary decor aimed at delivering extra comfort for budget-conscious travelers.
Motel 6’s renovated rooms, code named the Phoenix Project after the mythical bird symbolizing rebirth, feature a redesign that includes new entertainment units that house a 32-inch flat-screen TV, a cubby for personal items, and a multimedia panel enabling guests to plug in their personal devices, such as an MP3 player or laptop.
The new guest room also incorporates wood-effect flooring along with pillow-top mattresses on pedestal beds. The bathroom features double doors, a black granite countertop with vessel sink and a walk-in shower. Updated building exteriors and spacious lobbies also will be part of the redesigned Motel 6 hotels.
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