• by Tanya Gazdik , November 6, 2015

Motel 6 is launching a multimillion-dollar marketing campaign to celebrate the new look and feel of the brand.

Titled "Room to Room," the campaign is aligned with the brand's commitment to inspire travelers to "save more for what they travel for."

The effort, from The Richards Group and King and Country, is aimed at potential new guests as well as current Motel 6 guests, says Lance Miceli , G6 Hospitality’s executive vice president and chief marketing officer.

“This campaign captures the essence of our efforts, celebrates our accomplishments to date, and shares the fact that Motel 6 is still the brand that offers a clean, comfortable room at the lowest price of any national chain,” Miceli tells Marketing Daily.

The campaign launched nationally Nov. 2 and will run through 2016. Key networks include ESPN, Fox Sports, CMT, CNN, Spike and MLB Network. The effort will also be reflected in the brand's new social media strategy, showcasing a more contemporary and engaging approach.

“We developed this campaign to be cross platform -- and fully synchronized,” Miceli says. “A full suite of assets have been created in both the analog and digital space, giving us the opportunity to reach the guest target from a 360-degree perspective. 

“Specifically, we developed dedicated digital assets on our brand.com platform, to optimize our SEO and SEM resources, digital advertising in the form of display and re-targeting, email marketing, network radio, television and select sports sponsorships.”

Motel 6 and The Richards Group collaborated with King and Country (K&C), a full-service, design-centric production company on the 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," says Chris Smith, creative director at The Richards Group, in a release.

K&C developed a 30-second TV spot that 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.

Footage was shot 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 iconic spokesperson for the brand since 1986.

Motel 6 operates in the economy lodging segment. Competitors include Super 8, Days Inn, EconoLodge and Rodeway.

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 will showcase highly functional, contemporary, space-efficient areas that provides extra comfort for budget-conscious travelers.

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. In addition, the new guest room incorporates wood-effect flooring along with pillow-top mattresses on pedestal beds.

Bathrooms showcases double doors, a black granite counter with vessel sink and a walk-in shower. Updated building exteriors and lobbies also will be part of the motel’s new look.