Motel 6 Launches Campaign About Experiences

DALLAS—Motel 6, the largest owned and operated hotel chain in the North American economy segment, launched a new national television campaign. Entitled “Traveling Song,” the new 30-second commercial underscores the iconic brand’s contemporary room design geared towards travelers looking for comfortable and reliable accommodations.

“Looking to build on the momentum we initiated with the brand’s contemporary room design, this new TV spot helps bring to life how our guests experience Motel 6,” says Lance Miceli, executive vice president and chief marketing officer, G6 Hospitality. “For 55 years, a core Motel 6 brand commitment has been to inspire travelers to ‘save more for what they travel for.’ Now, we want to remind travelers that they can create lifetime memories with families, friends and love ones while still enjoying affordable travel.”

The new TV spot was developed and produced by The Richards Group and directed by Frank Todaro. The storyline follows four groups of travelers as they navigate life on the road. Set to the song “Radar Love” by Golden Earring and written by Barry Hay and George Kooymans under Sony/ATV Music Publishing LLC, the road trip narrative chronicles various groups enjoying their journey, constantly changing the landscapes and people around them. “Motel 6 has always been a big part of the American road trip, so we needed a classic road-trip song,” says Chris Smith, Brand Creative Group Head at The Richards Group. “Musically, it’s a bit of a departure for the brand, but it still fits with the campaign. We wanted this to feel more like a fun music video than a commercial.”


For a first look at the ad, check out Motel 6’s Facebook page: