Priceline lands in HK with TV burst

The service, initially available in Hong Kong at www.priceline.com.hk, is being billed as a means for people to obtain deals at up to 30 per cent below market rates. Along with television commercials and print advertising to raise awareness and drive traffic to the site, significant marketing resources are being spent on educating the target audience about the service, operated jointly by Hong Kong's Hutchison Whampoa and US-based Priceline.

Priceline regional chief marketing officer, Ronica Wang, said: "As this concept is quite new in Asia, we have to devote resources to achieve educational objectives at the initial stage because it is vitally important that people understand what it is."

The first wave of advertising - developed by Saatchi & Saatchi - introduces Priceline and explains how people can benefit from using its service.

This includes testimonials from buyers who have made travel arrangements on the site, a user demo facility incorporated in a prominent position on the website and a promotion with free trips awarded daily for a month.

Saatchi account director, Antoni d'Esterre, said: "The emphasis is on hammering home the message that only Priceline lets you name your own price. This is followed by a TVC which highlights Priceline's unique selling proposition."

The commercial features a man who is ecstatic about the low cost of his holiday. He then tries to take the Priceline concept further but is thrown out of restaurants and shops for trying to rewrite their prices.

Said Wang: "It's comical and humorous but it underlines Priceline's core brand value, which is to act as a matchmaker between value-conscious consumers and the travel industry."

Priceline in Asia currently has 25 regional and international airline partners and about 8,000 participating hotels worldwide.