By Kevin McCauley
GolinHarris has picked up the Motel 6 account as the iconic value chain celebrates its 50th anniversary this year. The effort includes consumer/trade media outreach, issues/crisis management and social media programming.
Elmore PR was the incumbent.
Lance Miceli, executive VP/chief marketing officer at Motel 6’s parent Accor North America, cited the Interpublic unit’s “solid, strategic communications approach complete with breakthrough creative work for the 50th birthday assignment” in awarding it the agency of record status.
He became Motel 6’s marketing chief last year after serving as a principal at the Richards Group advertising shop. Miceli has worked on campaigns for Atlantis Paradise Island, MGM Mirage CityCenter, Travelocity.com, Alamo Rent a Car, Blue Cross Blue Shield, Arby’s Restaurants, Colt 45, Harrah’s Casinos, and Old Style Beer.
There are more than 1,100 company-owned and franchised Motel 6 units in the U.S. and Canada.
Accor North America also runs the more upscale Sofitel Luxury Hotels and Novotel chains. |