MOTEL 6 ADS SEEK TO REASSURE PUBLIC ABOUT ITS CLIENTELE: BODETT ADJUSTS `LIGHT' APPROACH AS CHAIN PORTRAYS THOSE `NEXT DOOR'.

From: Advertising Age | Date: April 19, 1999| Author: | Copyright information

For 13 years, Tom Bodett has pledged that Motel 6 will "leave the light on for you." Now, in a twist to the tagline, he asks visitors: "When did you first see the light?"

The $13 million TV and radio effort from the Richards Group, Dallas, breaks May 3 and is designed to dispel any notion that economy-class Motel 6 attracts disreputable guests.

"Many people really weren't sure who they'd meet at a Motel 6," said Carol Kirby, the chain's exec VP-marketing. "We wanted people to understand that Motel 6 was for people like them. It's a huge cross- section of middle-class ...

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