222:, to feature the company as a trusted travel source. The gnome remains in the commercials; however, he is no longer held against his will, but now works as "The Roaming Gnome: Denouncer of Travel Myths." In these commercials he discusses two myths, one where the gnome states that Travelocity's services are able to denounce the myth, and the other where the gnome ends up causing a mess. In one such commercial, he visits the
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The original campaign was invented by Lisa
Shimotakahara and Philip Marchington of McKinney & Silver, an advertising agency in Durham, North Carolina. The tagline, "You'll never roam alone", was written by John Guynn, a copywriter at the same agency. Avant Garde Studio, with lead artists, Amy
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has featured the
Roaming Gnome on a leg in multiple seasons where teams are required to pick and carry the Roaming Gnome around while they complete the episode's tasks and then bring the Roaming Gnome to the Pit Stop. The Roaming Gnome will usually contain the next clue at the bottom of its base.
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Medford and Leonid
Siveriver, worked with Philip Marchington to design and create the unique look of the Roaming Gnome. Avant Garde Studio is also responsible for sculpting and painting the original 3D sculpture prototypes.
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As the series progressed, new commercials were aired with updated tag lines: You’ll Never Roam Alone, Go and Smell the Roses and Wander Wisely. For the Wander Wisely campaign, Travelocity hired a new advertising agency,
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mascot of
Travelocity. In 2005 the campaign won a Gold Effie Award for marketing. In order to leverage the then new social media trend, Travelocity created an official page for the Roaming Gnome on
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to see if things really do disappear there, denouncing the myth even as objects disappear behind him until he also vanishes mid-sentence.
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143:. Its mascot, a two-foot tall bearded gnome wearing a blue coat, black boots and a red conical hat, is known as "the Roaming Gnome".
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had these advertisements in their publication. The advertisements were inspired by the
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Elliot, Stuart (September 30, 2012). "A Gnome Is Home, but More Travel
Beckons".
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were screened nationally on United States networks, and on a Web site
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574:"Travelocity Roaming Gnome's Future Will Hinge on Ad Agency Review"
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that began in the 1980s, later reflected in the 2001 French film
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The advertisements consisted of a man named Bill looking for his
333:"Travelocity's Roaming Gnome makes himself at home in Cleveland"
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387:"Travelocity: 2005 Gold Effie Award Winning Case Study"
51:. Unsourced material may be challenged and removed.
258:and his international escapades dates back to the
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49:adding citations to reliable sources
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