Priceline.com Inc. has shifted its advertising with the launch of a multi-million dollar marketing campaign for its online hotel reservations business.
The campaign—using TV, radio and online ads--targets competitors by comparing its hotel savings with room rates offered by Expedia Inc., Hotels.com and Travelocity.
William Shatner reappears as a spokesperson for Priceline. In the TV spots Shatner narrates a series of vignettes where travelers compare priceline.com’s hotel room quality and savings with competitors. The spots appear on both national and cable in selected major markets, the company said.
The firm, well known for its name-your-own price air fares, is based in Norwalk, CT. Priceline has sold more than 8 million room nights, with about 50% booked in the last 12 months, Priceline said.
