Travelocity: Should I believe the gnome?

Whenever I am not at a client's home or office working on a computer, I am likely driving in my car to see a client.

As I drive in my car I listen to a lot of talk radio. I don't really care what show it is, I just enjoy something besides the same 50 songs that music stations play. 

I have noticed that many talk radio shows all use the same advertisers; this is primarily because they are on the same networks.

Over the past year I have come to the point that I have to change the channel every time a Travelocity.com ad comes on the radio. I majored in public relations in college – this is essentially the same as market without the math requirements.

In marketing or public relations you learn one of the most important characteristics of a good spokesperson is credibility. It is important immediately to establish credibility. If people don’t believe the spokesperson, they won’t believe the message.

Travelocity’s entire add campaign is designed to the exact contrary.

All of Travelocity’s adds follow the same formula:

Introduce the spokes person – The Roaming Gnome, denouncer of travel myths.

1. Voice-over announcer reads common travel myth related to searching for great travel deals online.
2. The Roaming Gnome debunks the myth using Travelocity.
3. Voice-over announcer reads a second myth.
4. The Roaming Gnome attempts to debunk another travel myth – typically related to something dangerous – and he is harmed as a result.

 I never know whether I am supposed to believe The Roaming Gnome or not. Since he didn’t know enough to disprove myth #2 should I believe what he had to say about myth #1?

If you have quicktime installed on your computer, you can watch a few of Travelocity's Roaming Gnome commercials at the link above.

The Roaming Gnome makes William Shatner look like a credible spokesperson.

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