CLIENT
Travelocity.com
Michelle Peluso, CEO
Renee Cashion, Sr. Mktg. Production Manager
Karrie Fox, Media Production Manager
Jeff Glueck, CMO
Deborah Italiano, Dir. of Advertising
Susan McLaughlin, VP- Mktg. and Merchandising
AGENCY
Lisa Hughes, Group Account Dir.
P.Marchington/ L. Shimotakahara, Group Creative Dir.
David Baldwin, Executive Creative Dir.
Bruce Fougere, Interactive ACD
David Griffith, Associate Dir. of Planning
Jennifer Hazelett, Account Supervisor
SUMMARY
How do you launch a new brand icon in 30 days and make him work hard immediately? Inspired by the growing phenomenon of garden gnome napping. Travelocity's future brand icon, the Roaming Gnome, was introduced through a guerilla teaser campaign built on the idea of helping Bill (the gnome's former owner) get his gnome back. The effort created a significant buzz for the new campaign with 1,554,000 microsite hits, 3,180 e-mails, 25,285 voicemails and significant press coverage. And after Travelocity's connection to the campaign was unveiled, brand momentum increased and site visits exceeded goals.
