Travelocity: Roaming Gnome campaign

Jan Arrigo

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most aggressive competitor.

Travelocity: Roaming Gnome campaign

Jan Arrigo

OVERVIEW

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most aggressive competitor. Orbitz, third in market share, was also gaining ground. Travelocity was owned by Texas-based Sabre Holdings Corp., a world leader in travel commerce. To provide an emotional connection and to differentiate itself from competing online travel-booking services with similar user experiences, Travelocity launched a high-profile television, print, public relations, radio, and outdoor advertising campaign in January 2004. The campaign began with a...

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