Though not typically known for his work ethic or ambition, Garfield, the beloved lasagna-eating cartoon cat, has taken on a new role as chief pet officer of Motel 6. The fictional CPO appointment is a part of a partnership between the hospitality chain and Columbia Pictures’ The Garfield movie. By employing one of the world’s most famous pets, the campaign is meant to emphasize that Motel 6 and Studio 6 are pet-friendly businesses.

“Garfield definitely resonates with a broad audience. We were looking to target families travelling this summer who want to save more,” explains Ally Wesson, vice president, marketing at Realstar Hospitality, which  is the master franchisor of the Motel 6 and Studio 6 brands in Canada. “This campaign allowed us to highlight that at Motel 6, pets always stay free… Travellers don’t have to leave their furry companions at home when they travel and stay at Motel 6 this summer.”

As part of the partnership, the company will also be running the “Motel 6 Garfield Movie Getaways” contest all summer. Three winners will receive a free two-night stay valid at any Motel 6 location in Canada, a $100 prepaid movie gift card and Garfield-themed merchandise.

To promote the campaign, guests will be welcomed by an oversized Garfield and Odie standee in most Motel 6 locations this summer. “We have additional on-property collateral that features Garfield and our Motel 6 Garfield Movie Getaway contest,” says Wesson. “In addition, we have email, social media, and digital display continuing throughout the summer in support of the partnership.”

The agreement was executed directly between G6 Hospitality and Columbia Tristar Marketing Group.