• USA Today, Wednesday, August 26, 2009 10:05 AM

In an effort to appear hip to younger customers (and attract their business and brand loyalty), Motel 6 today will announce that it is giving six weeks of free lodging to three touring bands selected by Primary Wave Music, the music publisher and marketer that created the promotion, Bruce Horovitz reports.

"It's pretty cool to have a place to sleep that isn't on someone's floor -- or in the van," says the lead singer for Sparks the Rescue, one of the bands chosen. The bands are under no obligation to tweet their every thought or befriend groupies on Facebook. "But since they're getting free rooms, I imagine they'll have positive things to say," reasons Primary Wave partner Devin Lasker.

"If the bands place our logo on their websites and thank us on stage, that will increase awareness among younger consumers," says Jeff Palmer, vp of marketing at Motel 6, where the occupancy rate is down 5% to 7% over the past year.

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