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From the 15th Annual Shorty Awards

Ski for All (Case Study)

Bronze Honor in Travel & Tourism


Brands in the economy lodging category generally lack differentiation, leaving travelers to pick where they stay based purely on location, price, and amenities. But even with the highest brand awareness in the category, Motel 6 was not converting as many guests as they could due to low preference numbers compared to competitors. This challenge became even greater as the winter months approached, since the season traditionally sees slower visitation across the category.


This led to our primary objective: to increase Motel 6 revenue and direct bookings during the winter season.


To inspire more post-holiday travel and our audience to choose Motel 6 for their stay, we needed to shift perception of the Motel 6 brand among guests to build a deeper, emotional connection. This established our secondary objective: to increase perception and positive sentiment of the Motel 6 brand.


Despite Motel 6’s budget-conscious guests having less disposable income, we uncovered a surprising data point about them: they’re 5x more likely than the general population to be interested in skiing - a sport infamous for being expensive, from gear to lodging to lift tickets.

While our Economy Movers crave the mountains during the winter months, most have been priced off the slopes. This inspired our idea to position Motel 6 as the brand that champions “Ski for All”, making the mountains more accessible for everyone to enjoy.

Strategy and Execution

To bring our “Ski for All” story to life, we partnered with longtime Motel 6 guest and legendary ski bum, Joe Miron. Joe’s been skiing on a budget for 50+ years, making Motel 6 his go-to mountain lodge and averaging no less than 35+ resorts each season. Joe is living proof that no mountain is out of range, or budget, if you stay at Motel 6.


The ‘Ski For All’ campaign was brought to life through paid, owned, and earned amplification:

Additional Tactics: In addition, PR, display,, and comms to email subscribers were also leveraged, further touting the Motel 6 mission to make skiing more accessible.


The Ski For All campaign was a huge success, driving unprecedented winter business for Motel 6 including:






All proving Motel 6 helped to make ski trips possible for budget-travelers this winter.


Video for Ski for All (Case Study)

Entrant Company / Organization Name

Barkley, Motel 6


Entry Credits