For you

Challenge​

Motel 6 was seen as a commodity purchase, not a place where guests drove the extra mile to stay. Our task was to shift the perception of Motel 6 to become the brand our audience prefers. ​While we knew we needed to redesign the brand around our guests, we wanted to protect the things that made this brand so iconic, such as its tagline (“We’ll leave the on light for you”) and spokesperson (Tom Bodett). ​

​Insight​

The guests staying at Motel 6 aren’t just Economy Lodgers; they’re Economy Movers — the often overlooked, misunderstood budget travelers who keep our economy moving — from blue-collar and essential workers to the truck drivers we rely on. Motel 6 can’t just be the brand they prefer; we need to be the brand they deserve and meet them where their travel takes them because to this group, travel isn’t just business or leisure. It spans across a broader framework of work, play, and visit. ​

​This is especially true for their core Hispanic market. They aren’t a separate segment; they naturally align and complement the core Economy Mover segmentation — like the emphasis this market puts on visiting family (extended in family trees and physical distance) and the preference to indulge in the trip experience and destination vs. the lodging. ​

​Solution: Light the way​

We wanted to build a new engine under the hood to drive modern brand decisions that meaningfully connect and inspire brand actions across the spectrum — we developed the new red thread Light the Way. This internal rally cry is the beacon of support and optimism (light) for our Economy Movers during their stay and the whole journey (way).  ​

​Motel 6 is a trip-by-trip support system for Economy Movers. We know how and why you travel better than anyone else, and we lend a helping hand during your stay and all along the way. ​