• by Larissa Faw , February 29, 2016

After three years of encouraging travelers to “Go And Smell The Roses,” Travelocity is launching a new marketing campaign entitled “Wander Wisely" to focus less on planning travel vacations and more on the unique benefits in making Travelocity a partner throughout the journey. 

This is the first work from Interpublic’s Campbell Ewald which was named the brand’s AOR in September 2015. 

The campaign continues to showcase the iconic Roaming Gnome - a staple of the Travelocity brand since 2003 - as well as Travelocity’s tagline, “The Customer 1st Guarantee." 

However, unlike previous campaigns that encouraged consumers to just get out and see the world, this creative is backed by Travelocity’s most recent research that says consumers need far less encouragement to travel. "They have a solid idea of when and where they wish to vacation," says the agency. Hence, the new “Wander Wisely” campaign focuses more on deals, customer service and the Gnome. 

The first of the “Wander Wisely” spots debuted February 28 during CBS’ “The Amazing Race.” This 60-second spot, entitled, Seek Wisdom features the Roaming Gnome among beautiful locales as he shares his guidance 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.” 

A total of nine TV spots will roll out shortly roughly half of which will focus on travel inspiration, and the other half on Travelocity’s customer service differentiators. 

The campaign will include social media and online advertising and videos, email marketing, as well as new branding across Travelocity’s website and social channels.