the Overview
This is a developed mock creative campaign for Barkley via The MAIP Fellowship for the 2023 Summer Project. My team and I were tasked with bringing Motel 6 into the limelight via a partnership with music festivals. For this project my team used Outside Lands as our festival of choice.
The Problem
Motel 6 has a preconceived negative perception that harm the brand’s image. There are also more negative experiences publicized online compared to positive experiences. Motel 6 lacks advertisements promoting their benefits as well
The Ask
• Redirect music festival goers to Motel 6
• Garner the attention of mainly Gen-Z, but also Millennials, and blue collar workers.
• Showcase perks that could also benefit employees at Motel 6.
• Entice musicians to stay at Motel 6 as they tour for their concerts
Our Positioning & Solution
Motel6 will position itself as a place for Gen-Z to recharge comfortably and bring forward their best energy.
Gen-Z thrives on authenticity and authentic connections, good energy, and making friends at concerts. Gen-Z, Millennials, and the working class value rest and find that their time at concerts could be overwhelming. Our idea is to give them a safe space and resting experience during music festivals.
The opening acts for music festivals are underdogs who could become something big. We want to give them a chance to build their brand recognition while also making their stay at Hotel 6 comfortable.
The moodboard on the left was created by me, and the moodboard on the right was created by Stella Ramirez
Our Personas
Themed Hotel Rooms
3D Models Created by: Genique Smith
My6 subscribers have access to 3 specific rooms: The Opener Act Room, The Cloud 9 Room, and The Regular Room.
The Opening Act Room: The My 6 subscriber will have a dedicated to room a specific opener for Outside Lands. A specific item in the room will be related to the artist and their interests, and each QR code in the room will direct the subscriber to the artists latest song.
The Cloud 9 Room: My6 subscribers can daydream and relax in the clouded themed room. They can rest their head on pillows that resemble clouds , and have the feeling of peace and serenity.
The Regular Room:My6 subscribers will have the option to op-out of the themed rooms and have a regular Motel 6 Room.
Motel 6 Merchandise
Guests who stay at Motel 6 and sign up for the My6 rewards program will receive a gift box full of exclusive goodies. The box will be waiting for them on the bed in their themed hotel room, amping up the festivities before they begin!
The gift box includes:
• Special tickets for the music festival
• Unique keychains
• A CD mix of the artists that sang at Outside Lands
• A vinyl record of the artists that sang at Outside Lands
• Motel 6: Cloud 9 Tote bag
• My6 fastpass
• Outside Lands map / facilities leaflet
Motel 6: Cloud 9 Box Closed
Motel 6: Cloud 9 Box Open
Motel 6: Cloud 9 Tote Bag
Motel 6: Cloud 9 Record Player. This record player will have all the songs sung at the Outsidelands concert
Motel 6: Cloud 9 CD - Closed
Motel 6: Cloud 9 CD - Open Light Ver
Motel 6: Cloud 9 CD - Open Light Ver
Motel 6: Cloud 9 CD - Open Dark Ver
Motel 6: Cloud 9 x Outside Lands Ticket
Motel 6: Cloud 9 x Outside Lands Event Map
Motel 6: Cloud 9 Keychain Ver. 1
Motel 6: Cloud 9 Keychain Ver. 2
Motel 6: Cloud 9 Keychain Ver. 3
VIP Access Pass
My6 Fastpass
Mockups Created by: Genique Smith
Motel 6 wants to offer exclusive benefits for their My6 members. This “fastpass” will allow members to skip merchandise sale lines to give them the benefit of not having to endure long lines. This incentive will also entice non-My6 members to buy a My6 membership so they can also receive these benefits as well. The fastpass will be given in the form of a glow in the dark wristband as a token of Motel 6's appreciation. These wristbands shine in a rainbow hue at night which is perfect for any concert setting.
The Lounge
Mockups created by: Erica Muñoz
To show appreciation of the Motel 6 employees, Motel 6 will give VIP access passes to Outside Lands. Furthermore, they will also receive a Cloud 9 themed break room and that will give them a place to relax and recharge.
The Recharge Station
Mockup Created by: Genique Smith
The Recharge Station is a place where festival goers can take a break and relax when feeling overwhelmed or tired. To find recharge stations throughout the festival grounds, members who have the My6 wristbands will be notified via the app. The perks of The Recharge Station includes but is not limited to:
• Inflatable mattresses/chairs
• Snacks & beverages
• Calming solo activities like meditation and coloring books
• And other amenities that remind festival goers of the perks of Motel 6.
Motel 6 also provides festival goers a recharge starter fanny pack to make people feel the most comfortable throughout their festival day. Items included will be: portable phone charger, earplugs, fan, water bottle, cbd gummy snacks, energy boosting bars
OLV SCRIPTS
Illustrations and script created by: Daniel Murcia Alvarez
Script For Youtube Ad Geared Towards Fans - 30-40 secs
Script For Ad Geared Towards Artists - 9-15 secs
Photo of Isaac Dunbar for reference
RADIO SPOTS
Radio Spot No.1: Voiceover- 30 sec
• Voiceover to be done by Snoop Dogg
• Voice is smooth and relaxed
• His association with smoking and calmness fit the Cloud 9 theme
• He has a popular and recognizable voice
• Previous featured commercial for reference:
click here
click here
Idea: Snoop Dogg giving affirmations to go out
and live your life
and live your life
Song: California Gurls (instrumental)
Script: "You control your happiness. You should feel that you belong here. You have this one life, make every moment a time to remember. With Motel 6, all you can go is up. Reach Cloud 9 with Motel 6. "
Radio Spot No.2: Podcasts
"We Said What We * Said" with Rickey Thompson and Denzel Dion
• Highlights: Two Popular Influencers, Spotify Exclusive, popular with Gen-Z
• Frequently discuss festival and concert life like Coachella and Wireless Live
"The Read" (Loud Speakers Network)
• Another pop culture/music podcast featuring Kid Fury and Crissle
• 4.9 star rating on Spotify with 11k+ reviews
• Millennial Audience
• Published weekly on iTunes, iHeartRadio Talk, Soundcloud, and Stitcher
DIGITAL PLATFORMS
Mockups created by: Erica Muñoz
Using bright, fun, energetic photos and colors, Motel 6’s social media presence and Cloud 9 campaign will draw in the Gen Z audience. The goal is to show that getting the comfort and rest that Motel 6 provides, will allow you to make it to the opening act of your favorite performers. Motel 6 will be collaborating with Gen Z influencers and artists to curate their feed towards the festival goers. When using the hashtag #Motel6 it will automatically flip and convert into Cloud9. #cloud9withus
Partnerships
Lyft
Motel 6 customers get Lyft credits to take them safely to and from the festival. The price is also capped, so customers aren't charged an extra fee when leaving the festival. Lyft is the best fit for Motel 6 because they’re like the openers of their category: underrated.
Soundcloud
Gen Z loves niche music playlists, so what better way to get them hyped about the music festival and Motel 6 than a Soundcloud playlist? Soundcloud is for the music enthusiasts who are lowkey and into niche new artists, just who we want to target.
Launch Plan
Created by: Kayla Pettis and Jacob Lam
Outcome + Reflections + Next Steps
This project was a lot of fun to work on, and a lot of my illustrative and art direction skills came into play. The pop of color amongst a dark background was something I had always wanted to play with, and I felt blessed to be able to experiment with this concept with my team. Although it was difficult working in a solely virtual environment due to our various locations, I am still proud of the work we had created for our MAIP fellowship. Although we were not chosen by Barkley, I have become more confident in my own skills as an art director and designer as a result of this project. It is my hope that I can take what I have learned from this and bring it with me into other group projects as well.
