Mr. Gnome: Has It Really Been Four Years?
Recently Travelocity won a branding award for the Roaming Gnome campaign. Conducted by the Association of Travel Marketing Executives, these are the only results-driven marketing awards in the travel industry.
The strange, stiff little wizard-like creature became the spokesperson of Travelocity in January 2004. Ever since, he has been globetrotting, experiencing more adventures than I could ever hope to have.
The award means that Travelocity used breakthrough thinking, and that the campaign gained positive results.
Travelocity’s CMO commented that despite many critics disparaging a campaign based on a lawn ornament, the gnome “has become a pop culture celebrity and ambassador for getting out of the garden and great travel.”
While a little offbeat, at least the gnome is attention-grabbing without slithering into creepy like the “peeping Tom” Burger King.
Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause and relationship marketing. More…
Article Tags: Ad | Award | Babick | brand | campaign | Travelocity
Filed under: Advertising, Campaign Critiques, Industry Awards, Industry News
Kudos to Travelocity. But ‘their’ traveling gnome got its start in a wonderful 2002 French film, “Amelie”. Note to all of us: Creative ideas come from somewhere and are meant to be shared.
I’ve had that film on my list to see! Another reason to watch that film.