Priceline Debuts Campaign in Canada with William Shatner - Analyst Blog

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Online travel agent Priceline.com ( PCLN ) is conducting its first national brand awareness campaign in Canada to make use of the expanding mobile-centric customer base in the country. The campaign, which debuts in the first week of September with Canada-born iconic actor William Shatner, will comprise TV and digital marketing initiatives. 

The campaign, entitled "Meet the Negotiator," is meant to encourage Canadian travelers to devise different ways of traveling, taking advantage of its remarkable saving schemes on rental cars, hotels and flights. 

The 30-second clip has Shatner and other Canadians climbing buildings, camouflaging their identity and warding off karate chops to get the best deals for customers. This includes Priceline's Express Deal booking options, which results in savings of as much as 60% on published prices.

Priceline has a thriving business in many international markets, but a relatively small market share in North America where Expedia ( EXPE ) is the market leader. The company is now focusing on changing this situation. Its Express Deals initiative has been highly successful at weaning business away from its competitors. In addition, Priceline is acquiring smaller local players like OpenTable that is enabling it to enter new verticals and build customer relations.

Rival Orbitz Worldwide Inc. ( OWW ) has not been doing well and recently American Airlines and US Airways decided to pull flight listings from Orbitz-run websites in a prolonged altercation over fees that the travel company charges to list and sell the flights.

The introductory commercial will run in more than 25 markets which include top-notch television networks such as HGTV, BBC, Discovery, E!, and Bravo. 

Priceline currently holds a Zacks Rank #3 (Hold). A better ranked stock in this industry is Mercadolibre Inc ( MELI ) which holds a Zacks Rank #1 (Strong Buy).


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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of The NASDAQ OMX Group, Inc.




This article appears in: Investing , Business , Stocks

Referenced Stocks: PCLN , EXPE , OWW , MELI

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