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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
Proof of Performance Photo: Example of Motel 6 Phoenix Standards - Renovated Property G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
Proof of Performance Photo: Example of Motel 6 Mid-Conversion Standards - Renovated Property G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
Proof of Performance Photo: Example of Motel 6 NON-Renovated Standards Regular Package - Property G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
Motel 6 Specifications All Letters and Fonts should be in Century Gothic Font. No outline. The 1st Line of the Directional copy should be 60% Larger than the 2nd Line of the Directional copy. To ensure the integrity of the Motel 6 Logo trademark, any Amenity panel copy advertising must be to the right of the Motel 6 logo…NOT underneath the Motel 6 Logo. The “pitch” (size of Font) in the Amenity panel should be smaller than the 2nd Line of the Directional copy. · The logo colors are Blue CMYK = 81 38 0 1 (PMS 300) · Red on logo is CMYK = 1 92 75 1 (PMS 485) · The background blue is CMYK 100 84 0 15 G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Example of Motel 6 Standards For Shared Billboards
The following example illustrates advertising the property while sharing the billboard with another advertiser. Points to Remember The Motel 6 Logo should always be on the left side of the billboard. Directional and Amenity information (optional) is included on shared billboards. Property Room rates are not typically advertised on Shared billboards...there are exceptions to the rule. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
Outdoor Advertising…. Reaches nearly 100% of a market over time. Is present 24/7/365, which means your message is there THE moment a consumer may need a motel. Alerts customers driving on highways of the upcoming property and directs them to the location. Large canvas images builds brand awareness. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
Average 54 Minute Daily Commute Means More “Face Time” with Outdoor Media. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX 75007
More Time Spent In Cars G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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OUTDOOR ADVERTISING Motel 6 Billboard Standards Guide
OVERVIEW Outdoor Advertising is one of the most effective and economical means of advertising for your Property. Billboards target information to travelers when and where it is most likely to generate business. To be effective, a billboard must be bold and simple, so that a Motorist can easily read its message. Billboards convey a message to the right audience (the traveling public), at the right time (when the motorist may be tired and ready to make a lodging decision), at the right place (on the highway) and at the right cost (lowest cost per thousand impression than any other impression than any other media). Motel 6 billboards have been designed to be noticeable, attractive, and informative utilizing the new Motel 6 graphics. Our billboards have distinctive legible letter styles as well. The following pages will provide information on the various formats that you may use in creating local billboards. Providing this information to the Graphic Designer, Ad Agency, or Billboard Outdoor Vendor will be helpful. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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OUTDOOR ADVERTISING Motel 6 Billboard Standards Guide
ELEMENTS Motel 6 advertisements are designed to convey a consistent image that makes them easily identifiable. It is important that quality be maintained by proper usage of colors, letter styles, the logo, and campaign slogans. LOGO AREA The Motel 6 Logo should always be on the Left side of the board. DIRECTIONAL The Directional copy is the main message and should be limited to two (2) lines. All Letters and Numbers should be in Century Gothic Font. The first line of the Directional should be 60% Larger than the 2nd line. PRICE POINT/AMENITY PANEL The amenity panel copy Fonts should be smaller than the 2nd line of Directional copy. The lowest room rate should be advertised followed by “Sun-Thurs” or the single rate, i.e. “$39.99.” The size is pre-determined based on the size of billboard. SUPPLEMENTARY Bottom of the Billboard (OPTIONAL) This area should contain additional information for those properties with special features such as WiFi, Pool, Truck Parking, Motel 6, etc. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Outdoor Advertising Motel 6 Billboard Standards Guide
OBJECTIVE – LOCATION, LOCATION, LOCATION Typically, there are two types of outdoor advertising: Right-of-Way billboards - usually bulletins in urban areas Highway boards - 660’ setbacks on Interstate roads. Right-of-Way boards often have pictorials advertising consumer products or events, while Highway (setback) boards are more informative and are favored by the hospitality industry. Billboards should be strategically placed on either side of the property so that both directions of traffic on an artery are exposed. Once again, the goal is to preempt a decision to stay at the competitor. The billboard should be positioned before the competitor’s property if possible. The billboard(s) should be positioned far enough away from your property to enable the prospective guest to make a lodging decision, as well as change to exit lanes. The more congested and metropolitan the area, the closer the boards should be to the property – select billboard locations miles from the property whenever possible. If the property is in a rural area, the board(s) can be positioned miles from the exit. These are basic parameters that will vary depending on each individual property and market. Right hand read (RHR) billboard locations are those that are viewed on the same side of the highway in which the intended audience to be reached is traveling. RHR locations are preferred since they are more visible and closer to the lane of travel – as opposed to the left-hand read (LHR) locations which are located on the opposite side of the direction being traveled. There is an exception whereby LHR billboard locations may be preferred. That is, when a billboard is located across the highway, but on a right hand curve, many times this billboard is more intrusive and affords the viewer clear visibility and a much longer approach than a RHR. Although it is not the practice to lease billboard locations that are located within a group of billboards, occasionally situations arise that necessitate their usage. When this occurs, the first billboard in the group is preferred. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Outdoor Advertising Motel 6 Billboard Standards Guide
OBJECTIVE – VISIBILITY, APPROACH, OBSTRUCTIONS Visibility of a billboard can be determined by either distance or time. When approaching a billboard at an average speed (mph), a billboard should be visible from a certain distance to allow adequate to allow adequate exposure. A minimum exposure of 7 seconds is average during the approach, 10-12 seconds is considered ideal. Visibility at night is very important since many lodging decisions are made by the traveling motorist during this period. Types of illumination will vary from market to market depending on the zoning restrictions. If illumination is not available, the board can be painted in a reflective material called Scotch-light. Although this production material can be expensive, it is an effective tool to impact prospective customers when illumination is not available. Make note of any buildings, signs, power lines, or other billboards in the area that may interfere with the visibility of the billboard. Additionally, note any trees or vegetation that can possibly obstruct the view of the billboard. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Outdoor Advertising Motel 6 Billboard Standards Guide
OBJECTIVE – CLEAR DIRECTIONAL INFORMATION To be effective, a billboard must be bold and simple, so that a motorist can quickly and easily read, understand, and retain its message. With billboards, Less is More. Points to Remember… Short directional information enables larger lettering on billboard. Exit numbers & Highway numbers are preferred over street & road names. If no other exits are between sign and property “Next Exit” or “Exit Now” will work. Mileage to property can be added if sign is far from the property. Direction of turn may be necessary if the on-premise signage is not visible from the Exit. Two locations can be advertised using two lines separated by bullets or dividing line. G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Motel 6 Outdoor Advertising Billboard Standards Guide
OBJECTIVE – PROPERTY HIGHLIGHTS / AMENITIES Examples of the advertised amenities available for advertising property strengths can be found below: Property Highlights / Amenities Daily Rate Weekly Rate WiFi Pool (heated, indoor, or outdoor) Truck Parking All New Rooms (Can be used on Mid-conversion layout ONLY). Kids Stay Free G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Organization Chart - Outdoor Advertising Department
Tab Sims Sr. Director Outdoor Advertising Glenda C. Martin Sr. Manager Outdoor Advertising Billboards / Airport Displays Karen Wilcher Manager – D.O.T. Program Carolyn Sanford Analyst II, On Premise Signs G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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Outdoor Advertising Department APPROVALS FOR ARTWORK GRAPHICS
Upon completion of your appropriate Motel 6 Billboard layout, please instruct your Vendor to forward your pdf. file to Glenda C. or Tab for final Approval. Office: / Cell: Additionally, should you need assistance with Production, feel free to use our printer, Circle Graphics. Contact Jennifer G6 Hospitality, LLC, 4001 International Pkwy., Carrollton, TX
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