Super 8 is making consumers aware of its $100 million room designs in a unique way.

The RoadM8, which has the base of a 2017 Jeep Wrangler, is on display at the New York International Auto Show. The brand is the first hospitality company to create a concept vehicle and display it at an auto show. 

Bedding designs are echoed in the vehicle’s upholstery and a nightstand turned dashboard accent. It includes innovative amenities like a built-in, on-demand coffee machine, custom center console mini-fridge and touch-screen entertainment.

Auto show attendees are invited to enter a contest for three free nights by taking a selfie with the vehicle and posting it to Twitter with #RoadM8Sweepstakes.

The vehicle features the red and yellow of the iconic Super 8 sign, says Mike Mueller, Super 8 brand senior vice president. Following the auto show, RoadM8 is headed to the brand’s 2018 Global Conference in Las Vegas where it will be on display for thousands of Super 8 franchisees and associates. Later this summer, the vehicle will embark on a multi-city tour to meet guests and owners.

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