Keep light on

April 1999
Advertising Age;4/26/1999, Vol. 70 Issue 18, p28
Trade Publication
This article commends the advertising campaign of Motel 6, a low-cost lodging chain which uses radio campaigns featuring the voice of humorist Tom Bodett. The campaign won Motel 6 and the Richards Group advertising agency their awards long ago--and they were well-deserved. The entertaining advertisements positioned the chain perfectly. In the early 1990s, however, Motel 6 locations fell victim to incidents of crime, and the publicity about guest safety problems hurt. So Motel 6 management has spent $600 million to upgrade facilities. Motel 6 managers embarked on a staged plan to continue the familiar Bodett campaign--first with ads that touted refurbishing and now with ads to show television viewers with lingering doubts the nice people they could possibly meet in the room next door.


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