TRAvEL, TouRISM & DESTINATIoN
SILvER WINNER

priceline.com

pRICELINE.CoM Jeff Boyd Chris Soder Brett Keller Cort Cunningham

CEO Pres.-N.A. CMO Dir.-Advt. & Branding

REWARD SMART WORK.

In this case, literally.

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

Thanks to Y&R, TargetCast, and everyone at hotels.com for helping create a Smart. So Smart.

Effie-winning campaign.

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.

TRAvEL, TouRISM & DESTINATIoN bRoNZE WINNER

hotels.com

hoTELS.CoM

Vic Walia Sr. Dir.-Brand Mktg.

y&R ChICAGo

Mike Hill VP-Acct. Dir.

Ken Erke Exec. VP-CCO

Angela Whitby VP-Planning Dir.

Evan Thompson Copywriter

Richard Fischer Art Dir.

Sonya Grewal VP-Creative Dir.

Pamela Narins Sr. VP-Dir., Planning

Jennie Averbook Brand Planner

TARGETCAST

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139283_a02 Y & R

05/17/10 BE

Bleed: T:0”, B:0.125”, L:0”, Trim: 8. 25” x 10.875”

Live: T:0.4375”, B:0.25”,
Built At: 100%
Output at: Percentage

Document Path:

Studio:Volumes:Studio:Y&R:Acti... MHCMM10004_3C_Effie_Awards_v7.indd

Hotels.com

Links:

hotels.com_ethereal_background.psd (Up to Date; CM YK; 200 ppi, -200 ppi; 150%, -150%), 139283_Smart_Effie_client_nobkgrnd.psd (Up to Date; CMYK; 258 ppi; 154.8%)