A new diverse generation of skiers.

For more than 60 years, Motel 6 has made travel possible for people on a budget. But in a commoditized category where the lowest rate and closest to the exit wins, we needed the brand to stand for something more.

Motel 6 wanted to stand with their guests: the hard-working folks who keep America moving, but are all too often forgotten by the travel industry.

Challenge

Most Americans have been priced off the slopes by expensive lift tickets, gear, and lodging.

So how could Motel 6, a brand that stands by low price and accessible travel, find a way to make skiing affordable for everyone?

Modern Consumer Insight

The guests who stay at Motel 6 aren’t just Economy Lodgers, they’re Economy Movers– the often overlooked, misunderstood budget travelers who keep our economy moving — from blue-collar to essential workers, to the trucker drivers who we all rely on. Motel 6 can’t just be the brand they prefer, we need to be the brand they deserve.

Solution

Introducing Ski For All, a bold mission to take back the mountains. It started with the story of Joe Miron, a legendary ski bum who has been skiing on a budget for more than 50 years. And has made Motel 6 his mountain lodge every season.

We captured his journey and published his budget-friendly tips and tricks so others could follow in his tracks.

Then we made affordable skiing even more possible for our guests. We partnered with Indy Pass, a collection of independent resorts that offers over 160 days of skiing for less than the price of some single-day mountain tickets, giving Motel 6 guests an even greater discount on their budget-friendly season pass.

And to make an even bigger impact we sponsored the Share Winter Foundation, a nonprofit dedicated to making the mountains more accessible for all. And introduced a new generation to a winter sport that wasn’t available to them prior.