Priceline.com has launched its first national brand campaign in Canada to enhance the brand’s presence with its growing Canadian base,especially the mobile centric consumers who rely heavily on priceline.com’s comprehensive and award winning mobile app for their travel bookings. The campaign, which will encompass TV and digital marketing initiatives, will kick off the first week of September, 2014.
The campaign’s core television spot, titled, “Meet the Negotiator,” will inspire Canadian travelers to consider a new way to travel, leveraging priceline.com’s significant savings on flights, hotels, and rental cars. The 30-second clip features fellow Canadian and priceline.com’s “Negotiator” William Shatner, going to extreme lengths—scaling buildings, donning disguises, and fending off karate chops—to bring consumers the best savings in travel, including priceline.com’s Express Deals booking option which give customers savings up to 60% off published prices.
“Our research shows that Canadian travelers value a deal when it comes to travel, and are increasingly digitally and mobile savvy,” said Brett Keller, priceline.com’s Chief Marketing Officer. “The priceline.com brand is grounded in the notion of deep savings, and as a pioneer in mobile travel, we’re eager to further connect Canadian travelers to the breadth of our offerings through a customized marketing campaign.”
Priceline.com’s brand spokesperson, William Shatner, a McGill University graduate who was born and raised in Montreal, will enhance awareness among his fellow Canadian consumers. William Shatner weighed in by saying, “The priceline.com Negotiator is a master in the fine art of deal-making. He speaks 17 languages, is a seventh degree black belt, and once saved a traveler enough money to afford a small island. Oh and he makes a mean pork loin poutine.”
The inaugural commercial will run in 25+ different markets which include top television networks such as HGTV, BBC, Discovery, E!, and Bravo.