Motel 6 is debuting its first work from Barkley after appointing the Kansas City-based shop AOR in November following its break with longtime partner the Richards Group. The new campaign, which offers an updated twist on the budget chain’s decades-old tagline “Leave the light on,” is designed to attract the expected surge in road trippers who are hitting the road following virus lockdowns.
“While the hotel industry overall has been among the hardest hit from health crisis, the economy lodging segment has continued to sustain business momentum,” says Adam Cannon, VP of brand management at Motel 6 parent G6 Hospitality. “We are optimistic about future growth of the travel industry as more become vaccinated and travel restrictions are lifted.”
In researching the brand, Barkley found that even during the pandemic, a lot of customers continued to use Motel 6 despite shutdowns of other hotels—long haul truckers, or frontline workers, for example, according to Chris Cardetti, chief strategy officer at Barkley.
“We started to think about their audience—not just as economy lodgers but as economy movers—people who move the economy when we all shut down,” he says.