TRAvEL, TouRISM & DESTINATIoN
SILvER WINNER
TRAvEL, TouRISM & DESTINATIoN
bRoNZE WINNER
priceline.com
hotels.com
pRICELINE.CoM
Jeff Boyd
Chris Soder
Brett Keller
Cort Cunningham
CEO
Pres.-N.A.
CMO
Dir.-Advt. & Branding
hoTELS.CoM
Vic Walia
Sr. Dir.-Brand Mktg.
bu TLER, ShINE, STERN & pARTNERS
Mike Shine Exec. Creative Dir.
Steve Mapp Assoc. Creative Dir.
Lyle Yetman Assoc. Creative Dir.
Justin Bucktrout Sr. Art Dir.
Chris Bull Sr. Writer
Kat Friis Bdcst. Producer
y&R ChICAGo
Mike Hill
Ken Erke
Angela Whitby
Evan Thompson
Richard Fischer
Sonya Grewal
Pamela Narins
Jennie Averbook
VP-Acct. Dir.
Exec. VP-CCO
VP-Planning Dir.
Copywriter
Art Dir.
VP-Creative Dir.
Sr. VP-Dir., Planning
Brand Planner
TARGETCAST
Stacy Higbee
VP-Group Acct. Dir.
pRICELINE NEGo TIAToR
In a year in which doom and gloom over the economy depressed
the travel category, the ”Priceline Negotiator“ was back fighting to help make travel possible by delivering great deals. With
tips on how to partake of recession-proof travel and become
a savings survivalist, Priceline made finding great deals and big
savings fun. An integrated campaign of TV, print insertions, online
and social media worked to deliver the message to travel deal
seekers everywhere.
SMAR T
Hotels.com wanted to drive sales in a declining, homogenous category filled with silly, gimmicky advertising. The campaign stood out
by being “Smart,” a key driver of differentiation and one that was
underleveraged in the category. Incorporating a never-before-seen loyalty program, a call center that actually wants to help
(unlike competitors), and a claymated, charismatic character,
the campaign was seen everywhere that travel was top-of-mind.
The results? Traffic increased by 26%, transactions by 36%, and
market share, loyalty, preference, awareness and appeal all grew.
“Smart?” So smart.
