Travelocity Books Review

The client behind the Roaming Gnome has wanderlust.

Online travel booking service Travelocity has placed its ad account in review. The company spends about $70 million annually in measured media, excluding digital outlays, per Nielsen.

Independent McKinney in Durham, N.C., the creative incumbent, is not defending.

McKinney CEO Brad Brinegar issued this statement: “For seven years, McKinney has been central to Travelocity’s success. It’s been a business relationship marked by incredible personal commitment on McKinney’s part. We have declined to participate in the review. Our passion and track record speak for themselves.”

Media chores are shared by Omnicom’s OMD and OMG Direct, which are expected to defend, per sources.

Travelocity’s last big promotional foray embraced social media via Chatroulette. This spring, the brand ran a pilot program on the live video chat site that served up its gnome icon to random chatters. The gnome held a sign encouraging users to consider taking trips. The idea behind the push was that folks sitting around chatting with strangers could use the excitement of travel.

See also: “Optimedia Wins Orbitz”

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.