Business

August 11, 2014

Travelocity and McKinney have fun with Shark Week

Now that Shark Week has arrived, do you know where the sharks are? The good folks at online travel agency Travelocity have the answer for you, thanks to the quirky folks at their advertising agency - Durham's McKinney.

Now that Shark Week has arrived, do you know where the sharks are?

The good folks at online travel agency Travelocity have the answer for you, thanks to the quirky folks at their advertising agency – Durham’s McKinney.

All you have to do is go to HowFarAmIfromSharksRightNow.com to pinpoint where the closest sharks are based on your current location.

“It makes (Shark Week) personal for everyone,” said Meg Sewell, associate creative director at McKinney.

Shark Week, by the way, is the Discovery Channel’s long-running – and highly successful – promotional campaign.

Sewell and her colleage Stevie Archer, also an associate creative director, came up with the shark locater concept as a fun way for Travelocity to engage consumers.

“It seems kind of logical that when it’s Shark Week, you want to know where the sharks are,” said Archer. “And it made perfect sense for a travel brand like Travelocity to give that information.”

Launched Friday at 5 p.m., as of 11 a.m. Monday HowFarAmI had generated a 32,000 site visits and “Twitter engagements” – that is, people favoring, re-tweeting or commenting about the site. Total impressions, which accounts for people coming across some mention of the site, totaled 261,300 during that span.

The rate of Twitter engagements is about double Travelocity’s typical engagement rate, Archer said.

If you live in Raleigh, the closest sharks sighted as of Monday afternoon were 350 miles away off the coast of Isle of Palms, S.C.

And if you click on “go there,” the site will ask “Are you sure about this?” before displaying nearby hotels where you can make reservations.

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