Motel 6 Courts Hispanics in L.A.

Tom Bodett may be practically synonymous with Motel 6, but the longtime spokes man won’t be present in the client’s first Spanish-language campaign.

The budget motel chain has hired Grupo Gallegos in Los Angeles, an affiliate of The Richards Group, as its first Hispanic agency and is launching a radio campaign next week targeting Hispanic leisure travelers in the L.A. market.

The shop was awarded the creative and media account after being introduced to the client by The Richards Group, Dallas, which has handled Motel 6’s general-market account for 16 years.