What if Motel 6 was the plan, not the backup?

Motel 6 has a bit of an image problem. Motels aren’t exactly a “flex,” and most people don’t choose a budget hotel… so much as they end up there.

Hit the highlights

PROBLEM

Motels are seen as a last resort.

They're widely perceived as unsafe and dirty.

INDUSTRY

Travel hasn't slowed down.

It's just changed lanes.

Flights are more expensive than ever.

More Americans are staying domestic.

More vacations are happening by car.

Gen Z travellers are putting experiences over accomodations.

I looked closely at

1

How people travel today

Rising costs have people shifting how and when they travel.

2

How road trips really work

There's an entire culture of road trippers and they have it down to a science.

3

Physical location

Where Motel 6 locations sit in the real world.

Younger travelers are flocking to the weird and wonderful but overlooked parts of America.

They're leading the “Rediscover America” movement, preferring car trips to National Parks, cultural landmarks, and affordable attractions.

National & State Parks

Roadside Attractions

Small Towns

Niche Festivals

INSIGHT

The hotel isn't the destination, it's the basecamp.

This led to a simple shift, Motel 6 doesn’t need to sell the room, it just needs to sell what’s just outside of it.

ADVANTAGE

Motel 6 locations are disproportionalty located near these attractions.

Yes, I plotted over 1,300 locations/attractions/weird things.

STRATEGY

Show that proximity is Motel 6's greatest asset.

CAMPAIGN

Just Outside Motel 6:

Motel 6 is the launchpad for discovering more of America, for less.

THE TEAM

Below are the talented people who helped bring this project to life.

Chen Li

Art Director

Casey Hickman

Copy Writer

Experience Designer