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|
The Priceline Group ContactsContacts (5/17)
|Michael D.||Chief Information Officer||CT|
Sample of Associated Brands
|Brett K.||Chief Executive Officer||CT|
|Daniel F.||Chief Financial Officer & Chief Accounting Officer||CT|
|Matthew T.||Chief Financial Officer||CT|
|*******.***||*********||media buying & planning||2015||present|
|*******.***||*******, ***.||Creative, Digital, Social||2017||present|
|*********.***, ***.||***** *****, ***.||AOR - media buying & planning||unknown||present|
|*********.***, ***.||**** *********||creative, social||2015||present|
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TV, Digital Opps: Booking.com launches new comedic campaign
Subject: TV, video, digital, online
Brand: Priceline Group.
Opportunity: After launching its new campaign last month, with creative agency W+K Portland, the agency is now releasing a follow-up for the travel site, continuing the theme into the newest ads. The initial campaign focused on planning the fantasy wedding of real-life engaged couple, comedians Jordan Peele and Chelsea Peretti. The ads showed the couple preparing and brainstorming locations in “Destination Wedding” and “Beach Booty.”
The most recent ads take a look at celebrities, Rebel Wilson and Keegan-Michael Key, as the two set out on a road trip to the big event in two humorous spots titled “Road Trip” and “Mountain Lady.” The ads highlight how booking.com can be used to, as Wilson puts it, “wing it all the way to Jordan and Chelsea's wedding.” Using a comedic celebrity cast for this campaign, gives it a millennial focused appeal. However, the use of a well-known cast can also signal a higher ad budget. Although the brand decreased overall media spend last year, it seems like it may be back on the rise. According to Kantar Media, the brand spent $68 million on measured media spend in 2015, contributing about half to broadcast and half to digital.
Therefore, sellers should be reaching out now, as the brands planning period usually begins in Q3. Focus your pitch around millennial traveler engagement. Be sure to look for dollars tied to summer travel months.
Mindshare is currently handling all media buying and planning for the travel site (more here). Agency readers should note that current creative W+K had handled media as well, until it shifted to Mindshare in Nov. 2015.
Digital Breakdown: According to Moat, since January, Booking.com has run 178 standard display, 16 high impact and 10 video ads on 1,846 publishers (<1% mobile). Top ad destinations include kat.cr, projectfreetv.so, depositfiles.com, eonline.com, seattleweekly.com, eventhubs.com, cntraveler.com and solarmovie.ph. Of these ads, 65% were placed site direct versus programmatic.
In comparison, for all of 2015, the brand ran 220 standard display, 133 high impact and 18 video ads on 2,564 publishers (<1% mobile), with 59% placed site direct.
100 William St.
New York, NY 10038
(212) 419- 2618
Chief Marketing Officer
(212) 419- 2618