Motel 6 Ad Earns Grand Prize At Radio Mercury Awards
Hotel Chain's Iconic Tom Bodett Ads Continue to Get Attention
July 01, 2009 // Franchising.com // Dallas, Texas – Motel 6's "DVD" ad received the grand prize at the recent 2009 Radio Mercury Awards in New York. The winning ad, developed by The Richards Group, is entitled "DVD," and features long-time Motel 6 spokesperson, Tom Bodett, and is the latest in a line of unique and recognizable ads that have positioned Motel 6 as the iconic leader in economy lodging. For 47 years, Motel 6 has promoted the values that have made it one of America's most recognizable brands – providing guests with a clean comfortable room at the lowest price of any national chain.
In the award-winning radio advertisement, Bodett introduces the "DVD version" of his latest commercial, utilizing his unique style to provide "behind the scenes" humorous commentary on his own performance. Bodett began working with Motel 6 in 1986, when he ad-libbed the tagline "We'll leave the light on for you®" at the very first recording session. That slogan was an instant success for Motel 6, turning the chain into a household name.
"The Motel 6 brand currently enjoys 99 percent awareness in the American market," said Olivier Poirot, CEO for Accor North America, Motel 6 and Studio 6. "Over the years, the many distinctive, engaging commercials for Motel 6 have helped build this awareness."
Last year, the iconic chain announced its first new prototype design in 12 years, called the "Phoenix." New locations and selected existing properties around the country are currently being modeled after the new design. Motel 6's new look is changing the way travelers look at economy lodging – offering guests a modern feel while maintaining Motel 6's traditional affordability.
Motel 6 also makes travel easier by offering tools like the trip-planning Web site, Goin6.com, a tool designed to help travelers plan an efficient and affordable vacation. Launched in 2008, Goin6.com utilizes "Eat," "Sleep," and "Do" feature tabs with tips on attractions to help anyone enjoy America's most unique, inspiring and entertaining destinations.
Established in 1992, the Radio Mercury Awards was created to encourage and reward the development of effective and creative Radio commercials. The winning "DVD" ad was created by The Richards Group, Motel 6's long-time Dallas-based advertising agency.
About Motel 6
Motel 6 offers the best price of any national chain at more than 1,000 company-owned and franchised locations throughout the United States and Canada. For 23 years, Motel 6 has used the tagline, "We'll leave the light on for you®," earning the chain the highest brand recognition in the economy lodging segment. Motel 6 was the first national pet friendly chain, welcoming pets since 1962. Standard amenities include free local phone calls, no long distance access charges, free morning coffee, data ports, Wi-Fi Internet access and cable channel line-up with premium channels including HBO, ESPN/ESPN2, and CNN. Most locations offer swimming pools and guest laundry facilities.
About Accor North America
Headquartered in Dallas (Carrollton), Texas, Accor North America operates more than 1,000 upscale and economy properties including nationwide economy leaders Motel 6 and Studio 6, Sofitel Luxury Hotels and upscale Novotel locations in the U.S. and Canada.
About Accor Worldwide
Accor, the European leader and a major global group in hotels, the global leader in services to corporate clients and public institutions, operates in nearly 100 countries with 170,000 employees. It offers to its clients over 40 years of expertise in its two core businesses:
- Hotels, with the Sofitel, Pullman, Novotel, Mercure, Suitehotel, Ibis, All Seasons, Etap Hotel, Formule 1, Studio 6 and Motel 6 brands, representing more than 4,000 hotels and nearly 500,000 rooms in 90 countries.
- Services, with 23 million people in nearly 40 countries benefiting from Accor Services products in human resources, marketing services and expense management.