Travelocity – Gnome on Chatroulette

McKinney Durham

SUMMARY

For your consideration in this entry, we'll show:

That our target segments, Eager Learners and Travel Connoisseurs, take the same approach to navigating the Web as they do to traveling the world.

That on the Web — as with traditional media —where you are seen is just as important as what you are saying and what people are saying to you.

That if you take a strategic approach to choosing your interactive environment you can be accepted — no matter how quirky you are.

That you don't have to spend a fortune to make millions of brains buzz.

That if you are different in the right ways you get lots and lots of positive attention.

That proof of a powerful brand icon lies in its ability to translate across platforms and categories.

That utilizing the Travelocity Roaming Gnome's already healthy interactive presence helped cement Travelocity's image as the category's digital innovator.

BACKGROUND BUSINESS CHALLENGE