Travelocity has appointed Campbell Ewald its new agency of record, following a formal review.
The agency, part of Interpublic Group, will be responsible for "delivering an integrated scope of work" for Travelocity, including creative and production services. The account will be run out of Campbell Ewald’s Detroit office.
McKinney previously handled the account and was responsible for introducing the iconic Traveling Roaming Gnome. While Campbell Ewald declines to discuss its specific creative plans, it will keep the gnome as the face of the brand under its purview.
This agency switch follows significant changes with the online travel platform. Earlier this year, Expedia acquired the brand, though Travelocity marketing remains independent from Expedia's other platforms, including Hotwire, Trivago, and Hotels.com.
The online travel industry has faced consolidation and changing user behaviors, which required a change in Travelocity's strategy.
“While clearly communicating a brand promise is important in every industry, it is even more critical in the crowded online travel space,” said Brad Wilson, VP/GM of Travelocity. “With our brand message, we want to reinforce that Travelocity is a trusted companion for travelers, and we are excited to be working with Campbell Ewald as we inspire people to explore the world and find new experiences through travel.”
Travelocity's ad budget was $29 million last year, according to Kantar Media. One of its most recent initiatives, Smell The Roses, ran across social media and traditional channels to invite people to enter to win their dream vacation.
Commenting on the win, Jim Palmer, CEO of Campbell Ewald said: “This is an incredible opportunity for our agency to work with a trusted brand and its iconic Roaming Gnome, as together we create an integrated brand experience for consumers.”