Travelocity takes "Roaming Gnome" to the slopes, shores in social media push - McKinney

Travelocity takes “Roaming Gnome” to the slopes, shores in social media push

January 8, 2010

Travelocity and McKinney are rolling out an integrated campaign to promote Travelocity’s winter travel sale. The effort is taking the “Roaming Gnome” on tour again.

Called “Cabin Fever: Finding the Cure,” 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.

“It is really focused on getting consumers to go out and travel,” said Victoria Treyger, CMO of Travelocity North America. “Using 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.”