Given his mission to “Go and Smell the Roses” and his penchant for adventure, Travelocity’s Roaming Gnome visited New Orleans in April 2015, just as the city was preparing to embark on the second weekend of the annual Jazz & Heritage Festival. While in the Big Easy, the Roaming Gnome was charged with uncovering the city’s best local hot spots and attractions.
Supplementing a pre-developed itinerary of key attractions and experiences, the Gnome enlisted the help of locals to show him the real New Orleans through crowdsourcing recommendations via Twitter and Instagram.
To complement the social media campaign, Citizen Relations – a PRCG partner – reached out to DEVENEY to coordinate public relations opportunities for the Roaming Gnome while he was in town. With a little more than a week to secure coverage, DEVENEY set out on an intensive proactive media relations campaign, while also helping the Travelocity team facilitate additional site visits and photo opportunities at destinations around the city, including Arnaud’s, Stanley and House of Broel, among others.
By the end of the whirlwind visit, DEVENEY garnered more than 11 million media impressions, surpassing coverage secured in any other city the Gnome had previously visited. Media coverage included a WDSU-TV Sunday morning segment, an on-air interview with the Gnome and a Travelocity spokesperson on WBOK-AM, a feature on BizNewOrleans.com and multiple hits on Nola.com, among others.
Even more, Travelocity’s Roaming Gnome got to experience a carriage ride through the French Quarter, a French 75 cocktail at Arnaud’s and indulge in some true New Orleans-style gumbo, among other things. All in all, a successful visit for all involved, and one that DEVENEY was thrilled to be a part.