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The Priceline Group | Company Profile, Marketing Contacts, Media Spend, Brands




Priceline.com is a fully integrated online travel service. The Norwalk, CT-based company offers airline tickets, hotel rooms, rental cars, cruises package and vacation package accommodations.

Main Telephone (203) 299-8000
Main Fax (203) 299-8948
Primary Address
800 Connecticut Avenue
Norwalk, CT 06854
USA

The Priceline Group Contacts

Contacts (5/17)
Name Title State
Michael D. Chief Information Officer CT
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (203) 299-8000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 800 Connecticut Avenue
Norwalk, CT
06854
USA

Brett K. Chief Executive Officer CT
Jeffery B. Chairman CT
Daniel F. Chief Financial Officer & Chief Accounting Officer CT
Matthew T. Chief Financial Officer CT

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Priceline.com, Inc. ********
Booking.com ********
RentalCars.com ******

Agency Relationships


Brand Agency Service From To
*******.*** ********* media buying & planning 2015 present
*******.*** *******, ***. Creative, Digital, Social 2017 present
*******.*** **** ******** Creative 2017 present
*********.***, ***. ***** *****, ***. AOR - media buying & planning unknown present
*********.***, ***. **** ********* creative, social 2015 present

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Update: Priceline.com promotes COO to Interim CEO


Subject: TV, digital, mobile, outdoor, radio, sponsorship

Company: Priceline, online travel company that's part of the Priceline Group, which also operates Booking.com and Kayak.com

Update 6/6: The online travel site has promoted its COO Brett Keller, to interim CEO, where he will take over for previous CEO Paul Hennessy, who resigned from his position to pursue an eCommerce opportunity. This comes only shortly after the release of the company’s first campaign with its new AOR (more below), which aimed to reach customers’ traveling needs on a more relatable field. Keep in mind that prior to serving as the COO, Keller was the company’s CMO for 14 years, where he helped Priceline grow and evolve its brand’s product and go-to-market strategies for its digital offerings.

Therefore, with a marketing veteran like Keller now leading the company, expect marketing to weigh a little heavier in decisions and for digital to take up a larger portion of spending moving forward. Continue pitching ad dollars tied to Q2, Q3 travel season. Family and/or millennial focused sellers should still have the advantage here. 

Below originally published 3/7

Opportunity: Priceline has launched its first campaign from new AOR here). The ”Whatever's on the line, Priceline” campaign (one of the ad shown above) is part of the company's new strategy to help customers connect with deals faster and easier than ever before. 

The difference between this campaign and the last is that “whatever's on the line” is supposed to focus on everyday trends, and being able to easily book trips to places that people more commonly go. CEO Paul Hennessy said that the campaign should identify with travelers taking trips to places like Rome, Georgia to visit family versus extravagant trips to places such as Rome, Italy. 

Therefore, family and/or millennial focused sellers should be all over this ahead of peak travel season. Look for ad dollars tied to Q2, as this is the time when travel sites advertise the most. It's likely that the site is analyzing initial campaign buys before making adjustments before a larger Q2 launch, similar to rival Travelocity (research here). 

Additional Insight

Media Spend: Priceline spent $98 million on measured media in the first three quarters in 2015 and $129 million for all of 2014. Both years a large portion of the spend went to broadcast, while the rest of it was distributed mainly to digital. 

pricelinecom-est-tv-spend-02-09-2016--03-07-2016eferfe

TV Breakdown: The travel site has already spent $8 million on national TV ads since the first commercial debuted Feb. 9. This is up almost $3 million compared to the same period in 2015, iSpot reports.

pricelinecom-est-tv-spend-02-09-2016--03-07-2016

Digital Breakdown: According to Moat, so far in 2016, Priceline has already run 66 standard display ads on 687 publishers, 9% placed site direct versus programmatic. Ads are running on news and entertainment sites.

Top publishers for the standard ads included yelp.com, rebategiant.com, lowes.com and daveramsey.com, and top publishers for video include cbsnews.com, cbs.com and metacritic.com. 

The Priceline Group
800 Connecticut Ave.
Norwalk, CT 06854
(203) 299-8000

Brett Keller
Interim Chief Executive Officer
(203) 299-8175
brett.keller@priceline.com

Ben Harrell
Senior Vice President of Marketing & Strategy
(203) 299-8000
ben.harrell@priceline.com

Staci Janush
Vice President of Marketing
(203) 299-8000
staci.janush@priceline.com