Over the past couple of months, I've published a series of articles about brand mascots, beginning with the basics in my post Brand Mascots, some more details in Beastly Branding, and finishing with a concrete example of a mascot in Why meerkats help markets, and a story about Online brand mascots.
With my recently discovered interest in brand mascots, I decided to interview Joel Frey, PR Manager of Travelocity, about this company's brand mascot -- Travelocity Roaming Gnome. Joel has been with Travelocity since 2003 and has had the chance to take the Gnome to many fun places including New York, London, Memphis, TN, Orlando and Chicago, to name a few.
SCHMOOZY FOX: When did the Gnome become Travelocity's brand mascot?
Joel Frey: The Roaming Gnome became Travelocity’s brand mascot in January 2004. The first television ad appeared during the annual Rose Bowl college football game. During the holiday season of 2003, we ran some teaser ads showing images of the Roaming Gnome, but not tying him to Travelocity in an effort to create some pre-campaign buzz.
SCHMOOZY FOX: Who had the idea about the Travelocity Gnome, and why was it important for Travelocity to make him part of its brand?
Joel Frey: The concept of the Roaming Gnome was pitched to us by ad agency McKinney in 2003. At the time, we felt an icon like Roaming Gnome would help us differentiate our brand from our competitors and it has. We also wanted to provide travelers a lens into some adventures they could take on their own via Travelocity. The Roaming Gnome has been a powerful vehicle for us in that regard.
SCHMOOZY FOX: Could you tell me about your communications strategy tied to the Gnome? Is it the main way for Travelocity to communicate with its customers and if not, what other ways do you use to build the brand?
Joel Frey: Because the Roaming Gnome has become so synonymous with our brand, he has definitely become a broader part of our communications strategy, especially on the Travelocity Facebook page . He also has his own Twitter profile though we have a separate Twitter page that we use to communicate with customers. Beyond social media and traditional advertising, we communicate with customers in a variety of forums including our Window Seat blog. It is made up of an expert team of writers who post daily on a variety of subjects including tips, deals and hot destinations.
SCHMOOZY FOX: Does the Gnome visit only places in the US, or does he like travel internationally as well?
Joel Frey: He travels everywhere!
SCHMOOZY FOX: Why do you think Travelocity's customers like the gnome?
Joel Frey: He’s funny, whimsical, and doesn’t take himself too seriously.
SCHMOOZY FOX: Any exciting future plans of the Gnome that you could share with us?
Joel Frey: Rumor has it that there’s a trip to the Southern hemisphere in his future….