Challenge: Travelocity needed to evolve beyond inspiration-based travel ads and reassert its relevance in a crowded digital travel space by standing for something travelers truly need.
Idea: We rebranded Travelocity around a new positioning — Wander Wisely — recasting the Roaming Gnome as a trusted travel companion and launching a 24/7 customer-first brand platform.
New gnome, who dis?
We gave the iconic Roaming Gnome a much-needed personality refresh — transforming him from a quirky prop into a modern-day travel guru with wit, wisdom, and real-world travel insight. His new voice struck the perfect balance of charmingly odd and surprisingly helpful.
campaign highlight reel
a little wisdom
To launch the new branding, we produced a series of :15 videos — each one offering a quirky nugget of travel wisdom from the Gnome himself. From packing tips to learning about yourself, his "wise yet funny” advice made Travelocity top of mind with travelers.
wise words, smart conversions
We refreshed Travelocity’s entire site experience, balancing the Gnome’s clever new voice with high-performing conversion copy. From homepage to hotel listings, the site was optimized to sound smart, inspire action, and feel unmistakably Travelocity.
“a little wisdom” display ads
Our display campaign was designed for dynamic targeting, delivering custom Gnome wisdom based on users’ interests and behaviors. Whether you were browsing music blogs or searching for hiking gear, the Gnome served up witty, wanderlust-inducing messages tailored to your next adventure.
impact
The campaign brought new life to Travelocity’s iconic Roaming Gnome, successfully balancing aspirational travel messaging with practical service differentiators. By blending nostalgia with modern relevance, we helped reestablish the Gnome as a smart, savvy voice in travel.