M6 Follow the Music - Wide

Travel: Motel 6

Official Sponsor of Opening Acts™

Follow the music.

For more than 60 years, Motel 6 has been America’s budget-friendly hospitality brand that makes travel accessible for all. But in 2023, we needed a way to remind people of this during peak travel season: summertime.

As part of our effort to acquire a new generation of guests, we found that Gen Z over-indexes on attending music festivals, but it comes at a cost: almost half of concert attendees expect to spend between $100 and $499. This puts an estimated 41% of Gen Zers into “concert debt” (Lending Tree). 

Motel 6 had a clear role to play as the affordable, accessible place to stay to make attending music festivals possible this summer. 


We needed to stand out and cement Motel 6 as the place to stay this summer, especially for music lovers.

Modern Consumer Insight

As America’s budget-friendly travel brand, Motel 6 doesn't just help fans attend music festivals, it helps emerging musicians get there, too. By staying at Motel 6, fans aren’t just discovering the bands on the stage - but running into them after the show.


This led to the campaign, Official Sponsor of Opening Acts™, where Motel 6 helped a diverse group of opening acts, and the fans that love ‘em, follow the music this summer. The bi-lingual campaign included:

  • A long-form video featuring a real band that stays at Motel 6: Action/Adventure

  • A long-form video featuring real fans staying at Motel 6 along their music fest journey

  • A variety of emerging musician and music festival partnerships including:

    • AEG: A music festival-focused partnership that included two sweepstakes for festivals Cruel World & Just Like Heaven, as well as influencer (Adam Barerra) and artist (The Cults) content.

    • CMS: An up-and-coming musician-focused partnership that leveraged emerging country artist Mackenzie Carpenter for content.

    • MAX: A media partner that used proprietary audience data to find relevant artists for Motel 6 guests, specifically multicultural guests. This led to two artist partnerships, Abraham Alexander and Rawayana, each with dedicated campaigns, including music fest/concert sweepstakes.

Solution (continued)
  • Three radio spots featuring long-time spokesman Tom Bodett revealing fun truths about the music fest journey.

  • My6 Music Discount Package for bands/crew which included a 10% off promo and 50 discounts for music-related items and services, as well as 6% off and marketplace discounts for food and gas for all My6 members.

  • ESG sponsorship with the Music Health Alliance, a non-profit organization that works to provide healthcare access and medical and financial resources for music professionals.

  • Dedicated landing page featuring a list of summer festivals nearby top Motel 6 properties.

  • Social and email content featuring the real stories of opening acts on the road.


  • 9%

    YoY increase in visits to motel6.com.

  • 3.6K+

    earned media placements (+ counting).

  • 24%

    YOY increase in positive earned sentiment.

  • 54.3MM+

    paid impressions to date.

“Whether we're a stop along the highway or the closest lodging option to the venue, Motel 6 and Studio 6 are proud to be the trusted brands for emerging artists, their teams and fans this summer," said Julie Arrowsmith, president and interim CEO of G6 Hospitality, parent company of Motel 6 and Studio 6. "For touring musicians who are just getting started, staying on budget on the road is a must, and Motel 6 offers an affordable, clean and comfortable room to rest between cities and shows.”

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