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Launching the Travelocity Roaming Gnome

At McKinney, I was asked to build an entire creative digital practice from the ground up. My team was responsible for building web sites. developing online advertising and creating campaigns to support traditional media. In the case of Travelocity we created and launched all of the gnomes online presence. We also developed all of the content for the gnome on the Travelocity site. Most importantly we pioneered the development and use of online booking tools in ads (a first at that time) which dramatically changed traffic patterns for online travel almost over night. And we did it by creating a new travel icon. Today everyone knows knows Travelocity and it’s Roaming Gnome. In fact, it is one of the most recognizable icons in advertising. But in the early 2000’s this company had a problem. No one was clicking the “Book now” button. They just didn’t trust that Travelocity could guarantee their trip. The thought they would be on their own. So, we created the Roaming Gnome and launched it online to both connect people with the brand and to act a guarantee symbol. The brand and the operations were refocused around this idea of guaranteed travel. The results were spectacular with increased bookings in the short-term and in the long run the brand became the market leader in online sales. All because of a little gnome that meant a lot.

Project Roles
Creative Director, Creative Technologist, Designer
Copywriting, Creative Strategy, Design
Products - Digital
Project Industries
Launching the Travelocity Roaming Gnome