DALLAS— To help mark its 40th Anniversary in 2002, Motel 6 is teaming with Harley-Davidson Motorcycles for a summer promotion that will run from July 4 through Labor Day, Sept. 2. “To position Motel 6 as a true American classic we had to pick our summer promotion partner very carefully,” said Senior VP Eric Studer at the Accor Lodging North America’s 2002 convention held here last week at the Hyatt Regency Reunion. “We wanted another brand that’s considered an American classic, while still highly desirable to our guests.” H-D itself will turn 100 next year. Toward that, Motel 6 will offer “the Great American Classics Giveaway Sweepstakes,” where the grand prizes are three H-D Road King Classics. In addition, the brand will give away 10, three-night getaways plus $500 cash. “There’ll be 600 other prizes,” said Studer, “Including lots of Harley merchandise,” such as jackets and caps. He added the promotion will be “turn key” with no cost to the participating properties, and will be touted on radio, the Web and via a national publicity campaign. Studer said the brand has already started celebrating, printing more than one million new property directories that feature a nostalgic drawing and the tagline, “Celebrating 40 years of a great American classic.” “In addition,” said Studer, “the properties will receive all new point-of sale materials, including colorful lobby posters and completely updated merchandising guidelines. And last week we activated our redesigned website that will highlight our special year. With millions of visitors annually, the Web plays a key role in our media-communications plan.” On top of that, said Studer, Motel 6 will host an anniversary party later in the year at the original Motel 6 that opened in 1962 in Santa Barbara, CA.— Stefani C. O’Connor
