Travelocity needed to distinguish itself from other brands who were mostly focusing their advertising on just going somewhere or getting a great deal on going somewhere. What makes Travelocity different is its intent to make travel planning and booking easier and hassle-free. We needed to get people to reconsider Travelocity and drive them to the website.
Use the brand’s strategic center of gravity as the jumping off point for all consumer communications. In advertising, the “Wish You Were Here” multi-media campaign gives The Roaming Gnome a starring role as the prolific world traveler, depicting him in various destinations and sharing the benefits of Travelocity membership. This work marks the first time he’s taken center stage in 20 years.