We tapped into the growing phenomenon of garden gnome napping and used media to stage the kidnapping of the Travelocity’s new icon, The Roaming Gnome. This created a perfect opportunity for combining creative messaging and media to connect in 'nsider Moments': wild posters, small space newspaper ads, airport placements, online, cinema advertising, a weblog and a mock TV news report to help facilitate their discovery.

Finding ways for 'insiders' to discover Travelocity led to 25,225 voicemails, 1.5 million micro-site hits, 3,180 emails and bookings +34% over bookings goal, all in the first week. It also got the attention of over 30 media outlets, including 'The New York Times', 'The Wall Street Journal' and 'The Dallas Observer'.