Motel 6, America’s iconic economy lodging brand, has been “leaving the light on” for travelers for more than 50 years. Our comprehensive plan includes a variety of communication disciplines including traditional PR support, social media strategy, crisis management, creative consumer activations, national campaigns and paid support in an effort to elevate the brands’ profile and ensure Motel 6’s light is always on.

Coyne proposed a national survey of travelers surrounding their travel history and behaviors, where they have and haven’t been, where they would like to go, and what they would like to do once they arrive. The consumer survey uncovered incredible and shocking traveler statistics within the travel and lodging industry as a whole.
Motel 6 turned to Coyne PR to launch a consumer-focused campaign to accompany major renovations taking place at the hotel chain’s locations across the country. The campaign, called Room to Room, was initiated to help illustrate the enhancements coming to Motel 6 facilities and communicate the new feel of the brand to consumers.
In partnership with a global research company, Coyne developed a national consumer survey that would uncover the top “6” items most commonly left behind in hotel rooms, among other interesting travel habits. From the most common items to the more bizarre, the team had a wealth of data that would help capture national news headlines and keep travel top of mind even if summer was on the outs!
Coyne developed a social media strategy and approach to amplify the #ThrillsNotFrills message which focuses on those who travel for experiences and not amenities. In doing so, Coyne re-established the brand voice across Facebook, Twitter and Instagram and utilized that voice to build a content series entitled 6 FROM 6 to deliver “Top 6” lists for budget friendly and off the beaten path travel options.
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