Introducing Sam, the spokesperson who just makes sense.

Creating a character that is as unique and discerning as a Microtel hotel.

Microtel hotels are purpose-built properties, and every detail and their amenities were all thoughtfully designed with the traveler in mind. From pullman-style storage, to an abundance of plugs, each individual hotel is a consistent oasis in the economy hotel sector. However, in a crowded space—and with a smaller footprint—Microtel didn’t have the brand recognition it deserved. So we introduced Sam, a spokesperson whose attention to detail, love of travel, and level of specificity could artfully bring to life Microtel’s rich RTBs.

The video series was a success, with an 85% average completion rate, 67% increase in CTR, 7pp increase in brand favorability, and 8pp lift in consideration.

ECD: Jeff Wagener
Writer: Emily Yates
Director: Todd Iorio, Platform LA
Post: Rob McCool, Orphan Edit

Initial pitch character development