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Travelocity
Travelocity Roaming Gnome

RAN IN: United States, Canada

CLIENT
Travelocity

Victoria Treyger - CMO
Karrie Fox - Mktg. Comm. Principal

AGENCY
McKinney *Lead Agency

Jonathan Cude - Partner, CCO
Andrew Delbridge - Partner, Chief Strategy Officer
Jennifer Hazelett - VP, Acct. Director
Lisa Hughes - EVP, Group Acct. Director
Sean Jecko - VP, Group Strategy Director
Philip Marchington - EVP, Group Creative Director


Vollmer PR


ClickHere


OMD


SUMMARY

Being outspent 3-to-1 by the category giant, Expedia, and without a product to differentiate them from other online travel agencies, Travelocity was slipping from second to third place in a commoditized, price-driven category. By establishing the Roaming Gnome as a powerful advertising idea, we dramatically increased Travelocity site visits, achieved an advantage versus Expedia in unaided ad awareness and returned the brand to consistent, profitable growth. Travelocity went from the cheap tickets business to the great travel experiences business, assuring consumers that throughout the process, they will never roam alone.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: TV, Interactive, Print, PR, Guerrilla, Events, Consumer Involvement

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English