Travelocity Encourages Consumers to 'Wander Wisely' in New Campaign

After three years of encouraging travelers to “Go And Smell The Roses,” Travelocity is launching a new marketing campaign entitled 'Wander Wisely.' Created by agency of record Campbell Ewald, the campaign will champion enlightened travel that inspires consumers to make local connections and try new experiences. This is a new concept for Travelocity, and the first work to launch since Campbell Ewald was named the brand’s AOR in September 2015.

A marked marketing shift for the brand – where previous campaigns encouraged consumers to just get out and see the world – Travelocity’s most recent research has found that its consumers need far less encouragement to travel. In fact, research has found that today’s consumers have a solid idea of when and where they wish to vacation. As so, the new “Wander Wisely” campaign focuses less on planning travel and more on the unique benefits to making Travelocity a partner throughout the journey.

To emphasize Travelocity’s role as a trusted travel partner, the campaign focuses both on the wisdom of Travelocity’s iconic Roaming Gnome (a staple of the Travelocity brand since 2003), as well as Travelocity’s industry-leading customer promise, “The Customer 1st Guarantee,” which includes 24/7 social media customer support, no fee 24-hour flight changes/cancellations, and a low price guarantee.

The first of the “Wander Wisely” spots will debut tonight during the Friday, Feb. 26 episode of CBS’ “The Amazing Race.” A total of nine TV spots will roll out the week after, roughly half of which will focus on travel inspiration, and the other half on Travelocity’s customer service differentiators. The campaign will also include social media and online advertising and videos, email marketing, as well as new branding across Travelocity’s website and social channels.

In this spot, amid beautiful locales, the Roaming Gnome inspires consumers to “Be your own guide. Wander. You won’t get lost. You might just find yourself. Or at least someone who looks really, really familiar. But tells much more interesting stories.”