When you think of edgy, hip places to stay, I’d venture a guess that Motel 6 isn’t the first place that comes to mind. But the budget lodging chain is hoping to change that with a new promotion – providing free rooms to a few up-and-coming touring rock bands. The marketing gurus at Motel 6 have asked the bands to blog and tweet about their stays, hoping that the buzz will build brand recognition and positive association among younger customers.
The bands, which were chosen by a music promotion company called Primary Wave Music, will receive six weeks of accommodation at Motel 6 locations along the tour routes. The bands aren’t being told what to say about Motel 6, but the company is obviously hoping for positive press. Even the budget motel has been hit hard by declining travel, with occupancy rates down 5-7% over the last year. Jeff Palmer, VP of marketing, is hoping the promotion will help get Motel 6 back on track, and earn the company some new, younger customers. “If they stay with us young, maybe they’ll remain brand loyal,” he said.
Rock on, Motel 6.