Winning the Pitch and Launching the “Wander Wisely” Campaign
In 2015, Expedia initiated an agency search to take over one of its flagship brands—Travelocity. As a high-profile brand, the pitch process was intensely competitive, with top agencies from across the nation vying for the account. To stand out from the competition, I helped lead a differentiated pitch strategy, focusing on winning each round, including the critical in-person presentations.
Brand Campaign: Wander Wisely
At the heart of our winning solution was the creation of a new brand positioning—Wander Wisely. Leveraging Travelocity’s iconic Roaming Gnome, we developed a fresh, engaging campaign that celebrated the joy of travel while offering practical guidance to consumers. Branded as “A Little Wisdom from the Roaming Gnome,” this creative approach provided travelers with helpful insights and tips, from selecting booking sites to navigating their travel adventures.
This vibrant campaign redefined Travelocity’s look, tone, and feel, establishing a compelling new identity for the brand. Wander Wisely launched across multiple channels, including broadcast, partnerships, organic social media, events, and digital/CRM initiatives, ensuring a cohesive and far-reaching brand presence.
Brian Phelps 