Creative Brief:

Why?
To convince budget-minded travelers with pets that it’s foolish to stay anywhere but Motel 6.

 

Who?
Frugal travelers with pets who are frustrated that many hotels don't accept pets other than service animals. While they are aware of Motel 6, they are not familiar with the motel chain’s pet-friendly policies.

 

What do they currently think?
“Motel 6 is a cheap place for me to stay, but it probably doesn’t allow pets other than service animals.”

 

What would we like them to think?
“Staying at Motel 6 is a no-brainer. It’s the best deal, plain and simple, for me and my pet(s).

 

What is the single most persuasive idea we can convey?
Motel 6 is pet friendly. You get exactly what you need, plus pets stay free.

 

Why should they believe it?
Family cats, dogs, and other pets are welcome at Motel 6 properties across the country.

 

When and where is the target most receptive to our message?
When planning to travel with their pet(s) while still concerned with saving money.

 

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*format adapted from The Richards Group Creative Brief

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