- Priceline is running a new campaign during March Madness to help consumers break out of the “dreamscroll” loop and book their dream vacations.
- The campaign includes new ads starring actress Kaley Cuoco, who plays a travel guru on a mission to help turn dream trips into booked vacations. The ad highlights the travel site’s Buzzer Beater Deals, a last minute discount tool that offers up to 50% off on hotels.
- The campaign also includes a partnership with DraftKings. The Dream It, Book It Bracket Challenge lets fans enter for a shot to win a $50k cash prize, while at the same time accessing special travel deals in the cities the games are being played in.
Priceline’s latest campaign is a continuation of the “Go To Your Happy Price” brand platform. The latest iteration is inspired by research that found that sports tourism is on the rise with 67% of millennials and Gen Z saying that they traveled for sporting events in 2024, as well as data that showed that many Americans spend hours “dreamscrolling” without ever booking a trip.
“Our new campaign taps into a real human insight: Americans spend hours scrolling their phones dreaming about their perfect trips, but let life – price, logistics, work – get in the way of actually going,” said Lesley Klein, senior vice president of strategy and brand marketing at Priceline. “We want to change that. We want to inspire travelers to stop just scrolling through travel content and use a great Priceline deal to get out there and have real life experiences.”
The campaign is running during the height of college basketball season so that the brand can tap into the cultural moment with integrated programming including the bookable bracket with DraftKings and exclusive Buzzer Beater Deals.
“We want this campaign to connect with younger travelers, especially Millennials and Gen Z, who are actively seeking out experiences such as live sports, concerts, festivals, and international trips,” said Klein. “We use humor and relatable moments to show these travelers that booking their dream trip – whether it’s catching their favorite artist at a music festival or watching their favorite player score a buzzer beater – is easier than they think.”
“At its core, it’s all about making travel affordable and accessible so everyone can be there for the moments that matter to them,” Klein added. “We know travel makes people happier and our research shows how deeply that travel desire is baked into our everyday lives, as well as what’s stopping them from doing so. Whether it’s the price tag or the complexity of booking, we want to break down these barriers and help silence the worries that are holding them back.”
