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…
