Travelocity has launched a new campaign - Go & Smell The Roses - featuring its brand mascot, the Roaming Gnome.
The new campaign from the online travel agency has five TV commercials (also on YouTube), each picking up on a theme and region, ending with a call-to-action with the caption: "Go & Smell The Roses".
Chief marketing officer Bradley Wilson says,
"'Go & Smell The Roses' is more than a tagline in an advertising campaign, it's a rally cry. With this new campaign we are using our most powerful asset, the iconic Roaming Gnome, to inspire and instigate people to get off the couch, to go and smell the roses.
"'Go' is the operative word. And we mean 'go' anywhere whether that is a weekend road trip, a family event, or a once-in-a-lifetime adventure similar to those the Roaming Gnome is fortunate enough to take."
All five commercials will begin airing this week. In each of the commercials, the Roaming Gnome is in a different part of the world and explains its highlights.
1. Bulls:
Scene: Running of the bulls in Pamplona, Spain.
Gnome says: Here's a thought - You'll never survive the running of the bulls unless you attend the running of the bulls.
2. Paint:
Scene: Holi Festival in India.
Gnome says: Contrary to popular belief, watching paint dry can actually be fun – but you've got to be there to enjoy it.
3. Beach:
Scene: Gnome with sand sculpture in a beach.
Gnome says: Sparkly water and pure white sand may not get you off your couch but there's not a creature on earth that can resist this.
4. Exotic Couch:
Scene: Ski lift.
Gnome says: You might be interested to know that other countries have couches exactly like ours.
5. Email:
There is no specific location in this commercial, rather its a mix of above four videos with a message - Not to be dragged down by the mundane tasks of everyday life like checking email, cutting the grass and preparing spreadsheets.
Gnome says: Less couch-y, more beach-y.
The official hashtag of the campaign is #gosmelltheroses.