When it launched in the mid-90s, Travelocity was the original online travel agency with a beloved mascot. Over the years, the brand became overtaken by others with bigger budgets and the Roaming Gnome became tied to uninspiring promotional offers.

Proof freed him from the shadows and recast him as a savvy travel influencer inviting travelers to join him on his epic vacations. Travelocity soon regained the 2nd highest awareness and consideration group within the Expedia portfolio.