SubGnome from maari casey on Vimeo.

In order to goose the popularity of Travelocity’s Roaming Gnome we launched a campaign to remind people that you never really know what you missed until it’s gone. Over a four month period we ran several commercials showing the Gnome being replaced by an imposter. We then created a website and a reporter who vowed to investigate the Gnome’s disappearance and employed viewers to do their part by seeking out the truth behind the Gnome’s replacement. Over the course of the campaign we created several websites, one that came from our reporter and another that was created by our fictitious “Gnomewatchers” group which upped the Gnome’s place in social media. With the help of our reporter and over 500,000 participants the Gnome returned to very happy welcome.

- Television
- Online - Web Videos - Banner advertising
- Facebook - Yahoo Groups
- Event - Street Teams
- Print