In the newest spot from <a href="http://mckinney.com “>McKinney and Red Truck Films, Travelocity’s Roaming Gnome® sets out on a six-week adventure to tell audiences about the “Summer of Possibilities.” The campaign effectively combines traditional broadcast media with social media to enlist fans and followers from Facebook and Twitter to help map out his journey.
In the :30 spot, the Gnome reminds America that an affordable summer vacation is still possible because there are so many amazing deals available. Each week, Facebook fans and Twitter followers will vote between popular summer destinations to decide where the Travelocity Roaming Gnome will venture next. Fans and followers can weigh in on what the Roaming Gnome should do in each destination – festivals, dining, museums, parks, sporting events and more. The Roaming Gnome invites his friends to submit photos of their favorite travel moments, with prizes awarded to the best entries.
Click here to view Quicktime of “Summer of Possibilities” spot: http://www.redtruckfilms.com/blogmovies/travelocitysummer.mov
“This is Travelocity’s most innovative foray into social media as a means of capturing consumer attention,” said Rich Beck, broadcast producer at <a href="http://mckinney.com “>McKinney. “It’s a very fun and cost-effective way to get people involved. By choosing the Roaming Gnome’s next adventure and following his journey virtually, we believe people will be inspired to choose an adventure of their own.”
Red Truck Films‘ executive producer Cathy Wilson and director/DP Garye Costner collaborated with Beck to produce the spot. The piece incorporates stock footage with live action footage shot by Costner. Mona Hasan and Reid Hultman served as copywriters with Owen Tingle as art director.
Consumers can participate in the Travelocity “Summer of Possibilities” campaign by becoming a Facebook fan at www.facebook.com/travelocity and following the Roaming Gnome (@RoamingGnome) and Travelocity (@Travelocity) on Twitter. Also visit www.votetravelocity.com to vote.
About Red Truck Films
With a roster of award-winning directors based throughout the country, Red Truck Films, represented by Trailblazer Studios, produces spot work and non-traditional content, on location anywhere or on one of its two sound stages.
About <a href="http://mckinney.com “>McKinney
<a href="http://mckinney.com “>McKinney is an independent advertising agency whose mission is to make extraordinary things happen by reinventing the conversation between people and brands. <a href="http://mckinney.com “>McKinney delivers through game-changing ideas, through leadership in the convergence of offline and online (88% of frontline staff are actively engaged in the digital space, which accounts for 35% of the agency’s business) and through the relevant application of new technologies.
Founded in 1969, the Durham, NC-based agency’s clients include Coldwell Banker, Gold’s Gym, The NASDAQ Stock Market, Nationwide Insurance, Newell Rubbermaid’s Aprica, Nike, Partnership for a Drug-Free America, Qwest Communications, Sherwin-Williams, Travelocity, Virgin Atlantic Airways and Brown-Forman Corporation brands Bonterra, Chambord, Sonoma-Cutrer, Southern Comfort and Tuaca. For more information, visit http://mckinney.com or <a href="http://mckinney.com “>McKinney‘s blog at http://fivewords.mckinney.com.
TRAVELOCITY ROAMING GNOME and ROAMING GNOME are trademarks of Travelocity.com LP.
