BRAND
MOTEL 6
PROJECT
SKI FOR ALL
DETAIL
The Challenge: Despite Motel 6’s budget-conscious guests having less disposable income, Motel 6 uncovered a surprising data point about them: they’re 5x more likely than the general population to be interested in skiing. While their Economy Movers crave the mountains during the winter months, most have been priced off the slopes.
The Solution: This inspired our idea to position Motel 6 as the brand that champions “Ski for All”, making the mountains more accessible for everyone to enjoy. The goal of the campaign was to inspire more post-holiday travel and choose Motel 6 for their stay, Motel 6 needed to shift perception of the brand among guests to build a deeper, emotional connection.
To bring the “Ski for All” story to life, Motel 6 partnered with longtime Motel 6 guest and legendary ski bum, Joe Miron. Joe’s been skiing on a budget for 50+ years, making Motel 6 his go-to mountain lodge and averaging no less than 35+ resorts each season. Joe is living proof that no mountain is out of range, or budget, if you stay at Motel 6.
RESULTS:
• +20% in overall revenue (462 bps above chain) for ski-resort adjacent properties, contributing to a +15% in overall business revenue YoY.
• +52% in the all-important direct website bookings (2000 bps above chain) for ski resort-adjacent properties, contributing to a +36% in direct bookings YoY for the business overall.
• 174MM earned impressions across 2,600+ placements, including standout coverage in an NBC broadcast Olympic Zone segment during the 2022 Winter Games.
• 9.6% average engagement rate on Instagram (30% higher than benchmark) helped to shift perception and +19K organic impressions on Ski For All posts across our social channels.