Motel 6 Radio Campaign Wins "Best Of Show" At 26th Annual Radio Mercury Awards

Motel 6 Long Standing Radio Campaign Takes Top Honors at 2017 Mercury Awards

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Jun 06, 2017, 12:03 ET

DALLAS, June 6, 2017 /PRNewswire/ -- The Motel 6 Radio Campaign took home the "Best of Show" and "Agency/Product Spot" Awards at the 2017 Radio Mercury Awards at Stage 48 in New York City on June 1, 2017. Featuring the voice of Tom Bodett, the brand's long-time campaign spokesperson for nearly 30 years, the winning ad-spots were developed by The Richards Group. They are the latest in a line of fresh and relevant ads that position Motel 6 as the leader in the economy lodging segment.

With the folksy musings of Tom Bodett, the 2017 Motel 6 Radio Campaign won Best of Show, with a prize of $50,000. The campaign, including three spots titled "Man Bun," "Facelift," and "Millennials," highlighted the brand's contemporary room design and guest accommodations. Additionally, the spot titled, "Millennials" was honored as radio ad of the year, claiming the "Agency/Production Spot" award and a $5000 prize.

"Thanks to our long-standing partnership with the talented team at The Richards Group, our campaign has been recognized again this year at the Radio Mercury Awards, and we're honored to receive this year's Best of Show," said Lance Miceli, Executive Vice President and Chief Marketing Officer at G6 Hospitality/Motel 6. "These awards embody our continuous efforts to position Motel 6 as a modern icon, with the support of Tom Bodett's fun and refreshing narrative that speaks to our audience and guests."

This year's award winning spots feature Tom Bodett's humorous commentary on pop culture topics while promoting the economy lodging brand's evolution. Bodett began working with Motel 6 in 1986, when he ad-libbed the enduring tagline "I'm Tom Bodett for Motel 6 and we'll leave the light on for you" at the very first recording session. More than three-decades later, the recognizable tagline continues to lead Motel 6 brand campaigns and propel the brand to enjoy the highest brand recognition for the economy segment.

"It's an enormous thrill to receive such a prestigious award, and I am extremely proud to be a part of this long-standing partnership with Motel 6," said Chris Smith, Brand Creative Group Head at The Richards Group. "We see it as our mission to maintain the high bar set by a dream client and an iconic campaign, and this award shows that we're doing it justice."

Listen to the winning 2017 Motel 6 Radio Campaign and ad spots here: 2017 Radio Mercury Awards Winners

In the midst of celebrating its 55^th Anniversary, Motel 6 has kept the lights on for travelers since the first property opened in 1962 in Santa Barbara, California. Today, the brand has grown into more than 1,400 locations representing the largest owned and operated hotel chain in the North American economy segment, featuring contemporary room design with modern furniture, platform beds, multimedia panels, and wood-effect flooring in the bedrooms, as well as granite counters with a vessel sinks. Special attention was given to deliver contemporary décor within a highly functional space that provides extra comfort for budget-conscious travelers.

Established in 1992, The Radio Mercury Awards, the only competition exclusively devoted to radio, encourages and rewards the development of effective and creative radio commercials. The annual Radio Mercury Awards competition draws entries from advertising agencies, production houses, radio stations, and educational institutions across the country. Winners of the 2017 Radio Mercury Awards were announced on Thursday, June 1, 2017, and Best of Show went to the familiar and celebrated long-running Motel 6 Radio Campaign by The Richards Group.

About Motel 6
Motel 6 offers the lowest price of any national chain at its more than 1,400 company-owned and franchised locations throughout the United States and Canada. Growing faster than any of its competitors, Motel 6 has used the tagline, "We'll leave the light on for you®" for more than 29 years, earning the chain the highest brand recognition in the economy lodging segment. Motel 6 offers standard amenities including Wi-Fi Internet access, free local calls, no long distance access charges, free morning coffee and expanded cable channel line-up. Most locations offer swimming pools and guest laundry facilities. Motel 6 is managed and operated by G6 Hospitality LLC. For more information, visit www.motel6.com.

About The Richards Group
Located in Dallas, Texas, The Richards Group is the largest independent brand-building shop in the nation with annual billings above $1.4 billion in 2016. Clients include the standard-setting brands of Cardinal Health, Dr Pepper Snapple Group, FIAT USA, GameStop, The Home Depot, Motel 6, Orkin, and Ram Trucks. Richards Group can be found at richards.com or on Twitter, @RichardsGroup.

SOURCE G6 Hospitality