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Media and PR

Travelocity Roaming Gnome's Future Will Hinge on Ad Agency Review

Dennis Schaal photo
Dennis Schaal

Photo Credit: How long will the Roaming Gnome actually roam? The answer will come when Expedia/Travelocity selects a new ad agency. Travelocity

Skift Take

Travelocity has left the gnome behind before, and it's come back to it in times of need. Maybe the gnome should just take a long vacation and wait for their call when they get desperate.

These are likely gut-wrenching days for the Travelocity Roaming Gnome mascot as his future role with the now-Expedia-owned brand is likely part of a pending advertising agency review. Travelocity will replace McKinney, the ad agency that created the Gnome in 2004, lost the account to the Leo Burnett agency in 2010, and was brought back to overturn Leo Burnett's deemphasis of the mascot in 2012. Travelocity has ordered an account review and is soliciting replacement agencies, according to AdWeek. Speaking in extremely blunt terms, McKinney CEO Brad Brinegar told AdWeek that his company doesn't like where Traveloci

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