Travelocity takes “Roaming Gnome” to the slopes, shores in social media push
Travelocity and McKinney are rolling out an integrated campaign to promote Travelocity‚Äôs winter travel sale. The effort is taking the ‚ÄúRoaming Gnome‚Äù on tour again.
Called ‚ÄúCabin Fever: Finding the Cure,‚Äù the initiative promotes winter getaway deals on Travelocity, including ski and beach destinations. The creative calls consumers to interact with the gnome by voting on his three winter trips on Travelocity social networking pages, and to share photos of themselves on their own winter trips. The campaign incorporates social media, search, display, e-mail and TV.
TV ads debuted January 7. The effort’s digital components launch January 12.
‚ÄúIt is really focused on getting consumers to go out and travel,‚Äù said Victoria Treyger, CMO of Travelocity North America. ‚ÄúUsing the gnome is a fun way to get them inspired and to interact with our brand. It all ties into a big sale; it is all about encouraging consumers to get out and take their ski or beach vacations.‚Äù