BRAND
MOTEL 6
PROJECT
PETS STAY FREE
DETAIL
For over 60 years, Motel 6 has been there for anyone traveling on a budget because they believe that everyone should have the right to travel. This core belief also extends to pets, which is why pets always stay free at Motel 6. Yet, despite Motel 6 guests over indexing as pet parents, many aren’t aware of the brand’s Pets Stay Free policy.
This led to our primary objective: to increase awareness that pets stay free at Motel 6, as well as shift perception of the brand via positive social sentiment as a pet-friendly place to stay. We also had a secondary objective to increase bookings.
The Proud Sponsor of Pets™ campaign was brought to life on our social channels through the content series, Pets of Motel 6. Because pets deserve to travel, we highlighted our furry friends as real guests of Motel 6.
RESULTS:
• 27.5% of TikTok audience reached wereEconomy Movers, 21-25 years-old.
• 4.4% of comments showcased Gen Zresonating with trips and tips provided bycreators.
• Positive engagement with content led to achange in perception among fans as theystarted to see Motel 6 as a welcoming,friendly and modern brand for them.
• 73% of eligible TikTok audience reached wasGen-Z, 18-28 years-old. 11.5% of commentson Creators’ videos directly speak to Motel 6brand attributes.