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Part
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Travelocity Advertisement Campaigns 2004-2005
The TV/video commercials released by Travelocity during 2004-2005, post-Roaming Gnome campaign include Travelocity — The Roaming Gnome — Stinky Cheese, Travelocity — Wandering Gnome — Kiss, Travelocity — Wandering Gnome — Denouncer 2, and Travelocity — Wandering Gnome — Go Together. The complete detailing of the requested information can be found in the attached spreadsheet.
1) Stinky Cheese
- Name of Travelocity's TV/video commercials: Travelocity — The Roaming Gnome — Stinky Cheese.
- Air date: 4th of March, 2004.
- Transcript of the TV/video spot text: "I am traveling lightly. I am into the Carribean, I am vertically cliff diving in Mexico, I love something of a cheese chorizo, I love stinky cheese, a classiest, pungent, stinky piece of cheese. Book with Travelocity. Do not forget your hat."
- Link to the TV/video commercial: here.
2) Kiss
- Name of Travelocity's TV/video commercials: Travelocity — Wandering Gnome — Kiss.
- Air date: 15th of December, 2004.
- Transcript of the TV/video spot text: "So my members, it seems that the wedding holiday getaway is coming to an end. Do thank Travelocity for me. That's the spirit champ. Giver her a Kiss. You are not invisible you know. Oh my goodness! Hello Travelocity, we need to take a later flight. Change of plans? 24X7 customer service. Book with Travelocity and you will never roam alone."
- Link to the TV/video commercial: here.
3) Denouncer — 2
- Name of Travelocity's TV/video commercials: Travelocity — Wandering Gnome — Denouncer — 2.
- Air date: 14th of February, 2005.
- Transcript of the TV/video spot text: "Travelocity presents the Roaming Genome, Denouncer of Travel Myths. Our first myth: Its hard work to find the best airfare. Not true with Travelocity. Just search once and if there is a lower fare to a different airport or on a different date they will show you. Myth No 2: American Appliances do not work in Europe. Oh, grow up! Ahhh! Always find the lowest fare. Book with Travelocity and you will never roam alone."
- Link to the TV/video commercial: here.
4) Go Together
- Name of Travelocity's TV/video commercials: Travelocity — Wandering Gnome — Go Together.
- Air date: 14th of February, 2005.
- Transcript of the TV/video spot text: "Travelocity presents the Roaming Genome. No one could ask for two better traveling companions. Just look at them. They just go together like Jim and Tony, dessert and coffee. Sometimes, two things just naturally go together like booking a flight and hotel at the same time with Travelocity. Choose your airline, choose your accommodation, book them together and save an average of 180 dollars on the cost of booking separately. Also, save 50 dollars on your next trip. Go to Travelocity.com and enter a special code at booking. Using the money they saved with Travelocity, this dynamic duo is treating themselves to a complete hotel spa treatment. Book flight and hotel together and save an average of 180 dollars and save 50 dollars on your next trip. Just log on to Travelocity and enter the promo code ""GOODDEAL"" at booking. Book with Travelocity and you will never roam alone."
- Link to the TV/video commercial: here.
Research Strategy:
First, we scoured through the company website and its various sections especially the press releases to search for any information around the TV/video commercials launched by the company during 2004–2005, post-Roaming Gnome campaign. Normally, companies do publish the launch of any campaigns or advertising programs in their press releases and hence the idea was to check through the same for any relevant information.
However, the company only provides press archives until 2013 on its website; hence, the 2004-2005 press releases could not be accessed. We tried to check through the archived pages of the website through a website archiving tool as well but the archived pages could not be traced.
Secondly, we searched through media articles such as Forbes, NY Times, Bloomberg, Reuters, Live Mint, Market Watch, and Business Wire; advertising information-related specific websites like Ad Age, Adweek, and Marketing Daily; advertising blogs such as Advertising Age, Unbounce, and Adland; and surveys from firms like Pew Research and Market Intelligence to find any relevant commercials by the company. All these are potential sources where information apropos of any company's advertising efforts can be found and hence, the idea was to use to them to find information pertaining to TV/video commercials launched by the company during 2004-2005. I was able to locate a couple of advertisements for 2004 and 2005 each through these sources which we have included in this report.
Next, we scoured through the company's social media accounts on Facebook, Twitter, YouTube, Pinterest, LinkedIn, Instagram, among others and tried to see if they have provided any relevant commercials. Normally, companies do advertise on their social media accounts any major advertising campaigns/commercials that they have undertaken. The idea was to track such campaigns/commercials from the company's social media accounts. However, this strategy resulted in no additional commercials other than the ones already found.
We also searched for research reports on 'Travelocity' by consulting/audit firms like Deloitte, McKinsey, RBS, JP Morgan, and so on. Since 'Roaming Gnome' campaign was one of the key campaigns of the company, the idea was to see if any of them has published any report on any commercials that yielded great success for the company as part of this campaign. Normally, consulting/audit firms publish reports on all major developments/activities apropos of the company they track and hence, we thought of checking the same. However, no additional TV/video commercials could be located through this strategy.
Also, note that none of the presented commercials had any presence on YouTube, hence, none of the commercials had any transcripts available for them. Also, Adland, Adforum and other related sources had no transcripts available for the respective commercials. Therefore, we have made the best effort to listen to each of the commercials and transcribe them.