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Tom Bodett may be synonymous with Motel 6, but the longtime spokesman is not narrating the client’s first Spanish-language advertising.
The chain has hired Grupo Gallegos in Los Angeles, an affiliate of The Richards Group in Dallas, as its first Hispanic agency. The shop is launching a radio campaign next week that targets Hispanic leisure travelers in the Los Angeles market.
The agency was awarded Motel 6’s Hispanic creative and media duties after being introduced to the client by Richards, which has handled the company’s general-market account for the last 16 years.
“They have great knowledge and understanding of the product, and it seemed quite natural for us to use Grupo Gallegos,” said Carol Kirby, executive group vice president of sales and marketing for Accor Lodging North America in Dallas, Motel 6’s parent company.
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