• January 5, 2004

Online travel company Travelocity has launched a multi-dimensional "Roaming Gnome" advertising campaign. The Roaming Gnome, a two- foot original character with a red hat, will be featured in a series of advertisements in media outlets including DIRECTV, cable television, national and local radio, and national and local print spots. The campaign's initial budget is approximately $80 million.

In the ads, The Roaming Gnome writes to his owner Bill, telling of his experiences while traveling, including cliff diving in Mexico, skiing the winter slopes, enjoying a stinky wedge of cheese in Quebec and flying -- complete with eye covers. All of the ads include the tagline, "Book with Travelocity: Don't Forget your Hat." The line signifies how Travelocity takes care of all the customer's needs.