Stopping to Smell the Roses Delivers Great Stories

By Katie Wittenburg, Vice President, Consumer, Edelman Dallas

Recently, the Edelman Dallas Consumer Team was tasked with promoting the launch of the new Travelocity ad campaign, appropriately titled “Go and Smell the Roses.” The TV campaign is more than a tagline; it embodies the Travelocity way of life. The theme is deeply rooted in the idea that the world is a magical place. It encourages travelers to “Go and Smell the Roses,” see the world and never look back.

The campaign features Travelocity’s own Roaming Gnome, because no one embodies the “Go and Smell the Roses” spirit more than he does.  In the new TV spots, the Roaming Gnome left the mundane behind to experience the Running of the Bulls in Pamplona, Spain, the joyful Holi Festival in India and other amazing travel destinations – reinforcing the idea that meaningful experiences through travel are there waiting for you.

The integrated strategic Travelocity media relations push targeted business and travel writers, as well as advertising trades.  The Edelman Consumer Team secured nine media interviews and 33 earned press mentions, totaling more than 16 million media impressions and garnering an earned media ad value of more than $89,000. In addition, both analysts and reporters reviewed the Travelocity campaign with positive feedback and support.

In terms of online measurement, Google Analytics was quite positive. Travelocity realized double-digit growth in overall traffic, as well as direct and mobile traffic, following the campaign launch.