Dive Brief:
- Like many brands this year, Travelocity conducted a competitive review to find its new agency, Campbell Ewald
- Travelocity is known for ads featuring its traveling gnome mascot, and executives surprised its new agency by breaking the news in person and handing them the gnome.
- In a record-breaking year, sometimes called “reviewageddon,” brands worldwide put $26 billion in ad spending under review.
Dive Insight:
Travelocity and its traveling gnome mascot have chosen a new agency after a competitive review. Once the decision was made to name Campbell Ewald as its new agency, Travelocity execs along with the gnome flew from Dallas to Detroit to surprise Campbell Ewald and hand deliver the traveling gnome.
The participants in the review process were not revealed, and Travelocity conducted the review without any outside consultants. According to Campbell Ewald CEO Jim Palmer, the firm fielded questions after an oral presentation and had to produce a 45-page written response in one day before gaining the new client.
Travelocity VP and GM Brad Wilson told Adweek about the contract, "While clearly communicating a brand promise is important in every industry, it is even more critical in the crowded online travel space. 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."
For Campbell Ewald, this year’s “reviewageddon” has been a mixed bag after gaining Travelocity as well as the Henry Ford Health System and Covered California, a health insurance exchange, but losing contracts with Cadillac and the U.S. Navy.
