Priceline.com, part of The Priceline Group and a leader in online and mobile travel that has saved customers over $10 billion since launch, today announced the roll-out of a fresh strategy, user experience and multi-platform advertising campaign. Today’s modern traveler takes shorter and more frequent trips, according to priceline.com data, and the company’s new strategy will help customers connect with deals faster and more easily than before.
The new advertising campaign: “Whatever’s On the Line, Priceline”
Priceline.com’s new, multi-platform advertising campaign focuses on the life choices consumers make every day, from flying to a cousin’s wedding or a job interview, to visiting colleges with a son or daughter. The company is pivoting from its iconic ‘Priceline Negotiator,’ William Shatner, to now telling the pros and cons of everyday travel decisions, while reassuring consumers they should – and can afford to – take the trip. William Shatner will remain with the brand in his new role as narrator, providing humorous voiceover for every decision.
“The modern traveler is taking more last-minute, short duration, and frequent trips for work or pleasure, and we bring them deals, availability and easy-to-use platforms whatever the budget,” said Brett Keller, Chief Operating Officer at priceline.com. “When we were building our new advertising campaign with BBDO, we wanted to communicate that every trip mattered and that priceline.com had the deals – because for every trip, there’s something on the line: love, money, career, family, or sports. We also insisted the campaign be as funny as Shatner… and they nailed it.”
The new advertising campaign will debut during the pre-game show at Super Bowl 50 on Feb 7, 2016 with the first spot, entitled “Cousins.” The full series of five commercial advertisements will roll out during the first quarter of the year, with each spot posing the same question: “to go or not go.” The company will premiere its most high-profile spot during NBA All Star weekend, featuring NBA veterans Latrell Sprewell and the ‘Admiral’ David Robinson in a matchup of notorious vs. glorious, highlighting why you should definitely take the trip.
For the first time in the brand’s history, priceline.com will pre-launch a national brand campaign using Facebook’s extensive mobile targeting platform. The multi-faceted mobile video campaign, which will begin today, leverages Facebook’s unique ability to target life moments with its mobile audience. The custom video content will connect with people through a series of personalized pieces as they learn of their friends’ life moments from status changes and daily updates.