CLIENT
Travelocity.com
Karrie Fox, Advertising Mgr.
Jeff Glueck, CMO
Deborah Italiano, Dir. of Advertising
AGENCY
Andrew Delbridge, Executive Account Planning Dir.
David Griffith, Account Planning Dir.
Jennifer Hazelett, Account Supervisor
Lisa Hughes, Group Account Dir.
Philip Marchington, Group Creative Dir.
Lisa Shimotakahara, Group Creative Dir.
SUMMARY
After three straight years of share decline and despite the media onslaught of the category leader, Travelocity reversed momentum with the launch of this campaign in 2003. While it created significant buzz and increased site visits, conversion was not where it needed to be. The campaign evolved so that the "roaming gnome" worked even harder for the brand and created greater efficiency with a limited budget by differentiating Travelocity as the one online travel brand that stands by the traveler. Transactions are up 20.1% over a year ago, almost two times the goal, and the company has closed the gap on key brand measures and unaided ad awareness with the category leader.
