Motel 6 was looking to drive engagement and awareness while building lasting relationships with Hispanic audiences nationwide. Using our MAX Artist Matching Engine™, our team identified Rawayana as the perfect artist partner to connect with the target audience on both a personal & cultural level and to drive objectives.
We knew that working with a bilingual artist partner was important to Motel 6. The campaign includes both Spanish and English versions of all website pages, removing language barriers for diverse Hispanic audiences. Partnering with Venezuelan band Rawayana, whose members transition fluidly between Spanish and English, allowed us to create content in both languages and connect with Hispanic audiences.
Music, like language, is a proud expression of identity and a universally understood form of communication that connects across cultures and breaks through barriers. Rawayana is known for their unique "trippy pop" style that combines reggae, funk, and salsa. Rawayana’s blending of musical styles from across cultures reflects the diversity and cultural nuance within Hispanic audiences.
As a bonus, Rawayana is touring extensively over the next two years–giving them lots of opportunities to check out the comfort and hospitality of Motel 6 locations along their tour! Content for this campaign gives fans a peek into band members lives on the road and highlights how Motel 6 supports Rawayana and other emerging musicians as they pursue their dreams.
The campaign also includes a sweepstakes that gives fans the chance to win VIP concert tickets to see Rawayana perform in Los Angeles, CA.
This collab between Motel 6 and Rawayana highlights the brand’s dedication to connecting with diverse audiences through culturally relevant music while supporting the artists who create that music. No matter where fans go to chase summer melodies, Motel 6 will be there–and they’ll always leave the light on.
Video and streaming audio content follows Rawayana on a road trip set to the rhythm of their song "Dame Un Break." From city to city, the band shares their love for chasing melodies and memories, and of course, finding a familiar sight at Motel 6 to unwind.
Get to Know Rawayana
Rawayana, a Venezuelan band formed in 2007, is known for their unique "trippy pop" style that combines reggae, funk, and salsa. They gained international recognition with their album Trippy Caribbean, which led to a nomination for Best New Artist at the Latin Grammy Awards. So far, in 2023, they've released new singles, such as "Binikini" and "Dame Un Break," ahead of their new album release in the fall of this year. They are also preparing for extensive touring, including stops in Latin America, North America, and Europe throughout 2023 and 2024.