Motel 6 Unveils Marketing Campaign Showcasing Renovations

DALLAS—Motel 6 has launched a multimillion-dollar marketing campaign, “Room to Room,” to celebrate the new look and feel of the brand. From the online booking experience to the hotel rooms, the integrated campaign illustrates the bold and modern enhancements that are transforming Motel 6, according to the brand. “Room to Room” began with TV spots on national cable networks, and will continue with traditional and digital media. The campaign is slated to run through 2016.

Motel 6 and The Richards Group collaborated with King and Country (K&C), a full-service, design-centric production company on the campaign.

“Motel 6 has long offered travelers far and wide a reliable and functional place to get a great night’s rest,” said Lance Miceli, EVP 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 don’t, 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.”

Director Efrain Montanez and executive producer Jerry Torgerson, both of K&C, developed a 30-second commercial using a Red Epic Dragon camera, which 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. The ad was captured at a Motel 6 in Carson, CA, and at Universal Studios in Hollywood over the course of three days, featuring the voice of Tom Bodett, the spokesperson for the brand since 1986. 

With the goal of renovating up to 75% 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 highly functional, space-efficient areas deliver contemporary decor that provides extra comfort for budget-conscious travelers, according to the brand.

Named The Phoenix Project, the redesign 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. Additionally, the new guestroom 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 lobbies will also be part of the new look of Motel 6.