CLIENT
Priceline.com
Jeffery Boyd, Pres. & CEO
Brett Keller, CMO
John Fallon, Dir. of Mktg.
Brian Ek, VP Communications
AGENCY
Carl Ceo, Managing Partner- Group Creative Dir.
Cort Cunningham, Account Supervisor
Ted Pulton, CMO
Susan Eisler, Dir.- Strategic Planning & Research
Lynn Giordano, Chief Creative Officer
Michael Jordan, Managing Partner- Group Creative Dir.
SUMMARY
Priceline.com's "The New Priceline" campaign focused on what online travel consumers desire most-choosing exact flights, times, and airlines-all at low prices. The unique advertising approach was to communicate this news for the brand, yet position the product as superior to that of its competition given that only Priceline offers consumers a choice of ways to book airfare. Priceline faced the challenges of late entry into the full-service airfare category and a media spend much lower than its top competitors. However, the "The New Priceline" campaign was successful in reversing negative perceptions of Priceline.com, breaking through a cluttered category, and resulting in unprecedented gains in key business and brand/product imagery measures for the company.
