Priceline juices ad budget behind new Shatner push
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The world has changed a lot since Priceline started disrupting the hotel market two decades ago. Now it’s the one being disrupted as parent Booking Holdingsand competitors such as Expediaget squeezed by Google and Airbnb. So Priceline is spending more on direct-to-consumer advertising in order to stay top of mind with travelers, who are increasingly turning to Google as a viable planning source.
Part of that outlay will go to a new campaign to support its “Tweniversary” with longtime spokesman William Shatner, offering 20 days of savings it expects to total $50 million for consumers.
In a 30-second ad, Shatner eats a cake shaped like a phone that was hidden inside a larger cake that was hidden (with him) inside a very large cake. (It’s all very dessert heavy.) The commercial will air nationally beginning on Monday and the campaign will also air on digital channels, including Google. The discount deals will last from April 30 through May 19.
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