Industry Update
Editorial Article 4 November 2015

Motel 6 Unveils New Marketing Campaign Shining a Light on Renovations

"Room to Room" Campaign Uniquely Showcases Brand Investments & Renovations

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DALLAS -- Motel 6, the largest owned and operated hotel chain in the North American economy segment, 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 November 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 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."

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, California, and at Universal Studios in Hollywood, California, over the course of three days, featuring the familiar voice of Tom Bodett, the iconic spokesperson for the brand since 1986. To view the final ad click here.

The lights at Motel 6 first came on in 1962, in Santa Barbara, California and today shine brighter than ever with more than 1,200 locations across the United States.

With the aggressive goal of renovating 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 highly functional, space-efficient areas deliver contemporary decor that provides extra comfort for budget-conscious travelers.

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.

About The Richards Group

The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include Chick-fil-A, FIAT USA, GameStop, The Home Depot, MetroPCS, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero and Wolf, and TGI Fridays. Total billings for the agency were $1.36 billion in 2014. The Richards Group can be found at or on Twitter, @RichardsGroup.

About King and Country

King and Country (K&C), a full-service, design-centric production company has earned international recognition for breakthrough projects spanning commercials, original promos and launch campaigns for major networks, and much more. The innovative production foundry, established in 2006 by directors Rick Gledhill and Efrain Montanez and executive producer Jerry Torgerson, unites A-list talents representing every facet of production and post, and delivers impactful films that blend original live-action content, 2D and 3D animation and seamless visual effects into new art forms.
Related Brand

Motel 6

Established in 1962 in Santa Barbara, California, Motel 6 is a leader in budget hotels in the United States and is also present in Canada. The chain offers the best price value at all of its locations and provides the following services: cable television with premium channels, free local calls, free coffee in the morning, non smoking rooms, free accommodation for children and Wi-Fi Internet connection – all for the lowest price of any American hotel chain.
brand information
Other Brands by G6
Estudio 6
Hotel 6
Studio 6
Raiza Rehkoff
Director, Corporate Communications
Phone: 972-360-5970
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