DALLAS—Motel 6 today launched a multi-million dollar marketing campaign to celebrate the new look and feel of the brand. Titled “Room to Room,” the new campaign is aligned with the brand’s commitment to inspire travelers to “save more for what they travel for” in a fresh and modern way.
From the online booking experience to the hotel rooms, the integrated campaign illustrates the bold and modern enhancements that are transforming Motel 6. Officially kicking off Nov. 2, “Room to Room” will begin airing on national cable networks. The campaign will continue with traditional and digital media, slated to run through 2016. The effort will also be reflected in the brand’s new social media strategy, showcasing a more contemporary and engaging approach.
“Motel 6 has long offered travelers far and wide a reliable and functional place to get a great night’s rest,” said Lance Miceli, executive vice president and chief marketing officer. “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. Thanks to The Richards Group and King and Country, we have successfully translated our vision into an amazing campaign.”
“Having worked with G6 Hospitality for more than 30 years, we knew the creative story that would drive this rebrand had to stem from Motel 6’s original corporate mission, to provide you with everything you need and nothing that you don¹t, but be delivered in a truly unique fashion with cutting edge technology,” said Chris Smith, creative director at The Richards Group. “We are incredibly proud of our work with both G6 and King and Country and are excited to see this new campaign launch nationwide.”
Motel 6 and The Richards Group collaborated with King and Country (K&C), a full-service, design-centric production company on the campaign. With the expertise of director Efrain Montanez and executive producer Jerry Torgerson, K&C developed a 30-second commercial that uniquely 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. Footage was also captured by the most flexible crane in the world, offering waterproof equipment to support the underwater pool imagery. These innovations, paired with choreographed movements of the Motel 6 patrons, illustrate the fluid room-to-room journey and the way in which the rooms are changing and positively impacting the guest stay. The ad was captured at a Motel 6 in Carson, Calif., and at Universal Studios in Hollywood, Calif., over the course of three days, featuring the familiar voice of Tom Bodett, the spokesperson for the brand since 1986.
Named The Phoenix Project after the mythical bird symbolizing rebirth, the redesign provides travelers with optimal efficiency by combining functionality into a single piece of furniture. Included in the renovation are 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. Additionally, the new guest room incorporates wood-effect flooring along with pillow-top mattresses on pedestal beds. In addition, the bathroom showcases double doors, a black granite countertop with vessel sink and a walk-in shower.Updated building exteriors and spacious lobbies will also be part of the new look of Motel 6.
