Travelocity quizzes the nation

The vacation website's travelling gnome is challenging Canadians to a battle for prizes.

Travelocity is taking off with a new online promotional contest to see if Canadians are smarter than the company’s travelling gnome.

‘We were looking for a way of engaging Canadians and getting them to connect with our brand,’ explains Brian Simpson, operations and media relations manager. ‘People like the travelling gnome. He’s loved by our customers.’

The quiz, which is promoted on via banner ads and an online ad network buy, asks participants three questions about travel and geography. For each correct answer, the quiz-taker gets a contest entry. The quiz is followed by an instant winner page, where prizes are won daily. Participants can take part once a day.

The contest also contains a viral mechanism, in which contestants can refer other people to the site for extra contest entries. A Facebook-sharing button also allows people to post their quiz results on their Facebook wall.

Travelocity decided to advertise exclusively online because of its high-value ROI to the brand, Simpson tells MiC.

The goal of the promotion, according to Simpson, is to get 100,000 visitors entered in the contest before it ends Nov. 16.

Contest prize partners include Fairmont and WestJet, offering the chance to win a nine-day trip to Fairmont resorts in Whistler, Jasper, Lake Louise and Banff. There’s also a trip for two to Hawaii, and weekly prizes of WestJet vouchers and daily prizes of book libraries, hotel stays and Travelocity merchandise. receives an average of 1.5 million unique visitors per month.