An Ad Maestro’s Greatest Hits

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A Folksy Welcome

Client: Motel 6
Year launched: 1986
Campaign: We’ll Leave the Light on for You
Conceit: Tired travelers can count on a welcome any time of day or night.
Bragging rights: The ad campaign launched The Richards Group onto the national stage and raised Motel 6’s previously flagging revenue to record heights. Within the first two years occupancy rates were nearly 74 percent, a 7 percent increase from 1986.