Super 8

problem: Super 8 is iconically the quintessential roadside motel (in the worst way). How do we get the word out that Super 8 is newly renovated? AKA not gross.

By tapping into relatably messy/chaotic/didn’t-go-as-planned moments.

We showcased how road trips often come with unexpected, yet entertaining pitfalls; but travelers will always find an oasis at Super 8. In fact, the entire campaign is based on real incidents from my travels.

To find our most receptive audience, we followed the hashtag #roadtripfails and came to the rescue with discounts on cozy rooms. Additionally, we created a ton of interactive content.

We found the worst-rated road in America and put up a site-specific billboard.

Ah the relaxing sounds of the open road… (AD’s can have good radio ideas too!)