Motel 6 checks in with Coyne to enhance brand perception

Coyne PR started work on the account last month. Golin was the incumbent.

DALLAS: Hotel chain Motel 6 has appointed Coyne PR as its AOR for PR, crisis communications, and social media.

The firm started work on the business last month. Golin was the incumbent on the account. Representatives from the Interpublic Group firm were not immediately available for comment.

Coyne began working with Motel 6 after the agency reached out to the brand, met with staffers in person, and presented them with a plan to meet the chain’s objectives, explained Jennifer Kamienski, SVP at the agency.

One of Motel 6’s goals is to increase positive brand perception, she added.

"They’re going through a brand transformation from the technology side to even the architecture side and everything in between, so we’re making a nod to their heritage while also moving forward," said Kamienski.

Coyne’s team of 10 to 15 staffers on the account, which includes digital and social executives and senior counselors, is looking at ways to make Motel 6 relevant in the media and on social platforms with both iconic and traditional initiatives.

For example, Kamienski said Coyne could consider opportunities to use Motel 6’s long-running tagline that debuted in 1986, "We’ll leave the lights on for you."

She added that the firm will also create specific programs targeting segments of travelers, such as Millennials.

The firm will execute programs in the US and provide support for PR efforts throughout North America.

Representatives from Motel 6 were not available for comment.

The contract will run for one year. Budget information was not disclosed.

In addition to Motel 6, Coyne’s travel and tourism group recently won a three-year contract with the Cayman Islands Department of Tourism, following a competitive review involving 20 firms. That contract started on May 1. Coyne reported revenue of $23 million in 2014.

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