TRAVELOCITY / EXPLORA CON CONFIANZA
Travelocity’s Wonder Wisely campaign positions this online travel site as the trusted source for experienced travelers. We were tasked with introducing the brand to Hispanic consumers who are frequent travelers and heavy users of aggregators. Critical to our journey was preserving the essence of the message – trust and experience – without falling into the literal translation trap. Using our insights and knowledge of the market, we arrived at Explora con Confianza, capturing our consumer’s desire for enriching experiences combined with their savviness in the travel planning process. A crucial aspect of our campaign was also finding the right voice for the brand; we taught the brand’s iconic mascot, the Roaming Gnome, to speak Spanish.