0
0
The hospitality chain has launched a multi-million dollar campaign to unveil a brand new look and feel targeting the US and Canada
North American economy hotel chain, Motel 6, has launched a multi-million dollar marketing campaign titled, ‘Room to Room’, to unveil the new look and feel of the brand. The objective of the exercise is inspire travellers to ‘save more for what they travel for’, with the branding initiative taking on contemporary approach.
From the online booking experience to the physical product, the integrated push is set to illustrate the bold yet modern enhancements which have been instrumental to the transformation of Motel 6. Having just rolled out, a series of ads have begun airing on national cable networks.
In addition to television spots, traditional and digital media executions have been mapped out as well and are slated to run from 2 November 2015 through 2016. The effort will also be reflected in the brand’s social media strategy which has been refreshed to achieve optimum engagement between brand and consumer.
“Our efforts supporting the brand renovation project continue to offer guests the consistency and dependability they expect from us, now in a newly redesigned modern space,” said Lance Miceli, Executive Vice President and Chief Marketing Officer of Motel 6.
A collaboration between Motel 6, The Richards Group, and King and Country, the vision of the marque was translated into a rigorous campaign which captures its essence and resonate with its values. The 30-second commercial currently in place combines various technological advancements including the use of a Red Epic Dragon camera.
Footage was also captured by one of the world’s most flexible cranes and waterproof equipment to support the underwater pool imagery. Paired with the choreographed movements of patrons, the ads depict a fluid journey, while shot in Carson, California and at Universal Studios in Hollywood over the course of three days.
They feature the voice of Tom Bodett, the spokesperson for the brand since 1986. The hospitality giant owns more than 1,200 locations across the United States. The brand has the goal of renovating up to 75 percent of its portfolio in both America and Canada by the end of 2015.
Named ‘The Phoenix Project’ to symbolise rebirth, the redesign is endeavours to offer optimal efficiency by combining functionality into a single piece of furniture. The revamp includes entertainment units housing a 32-inch flat-screen TV, cubby for personal items, and multimedia panel for devices such as an MP3 player or a 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 a vessel sink and walk-in shower. Updated building exteriors and spacious lobbies will also be part of the new look of Motel 6.
Average Rating