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Priceline.com breaks national brand campaign

Online travel company Priceline.com broke a new advertising campaign yesterday. According to the company, this is its first national campaign in Canada and represents a new focus for the brand on the Canadian market, particularly mobile-using consumers. The effort includes television and digital advertising, with creative featuring company spokesperson William Shatner. The principal element of the campaign is a 30-second commercial called "Meet the Negotiator," which depicts Shatner climbing a building, wearing a disguise and engaging in karate to bring consumers travel discounts. The campaign will run in approximately 25 markets on channels including HGTV, BBC, Discovery, E and Bravo.

"Our research shows that Canadian travelers value a deal when it comes to travel, and are increasingly digitally and mobile savvy," said Brett Keller, chief marketing officer at Priceline.com. "The Priceline.com brand is grounded in the notion of deep savings, and as a pioneer in mobile travel, we're eager to further connect Canadian travelers to the breadth of our offerings through a customized marketing campaign."

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