Priceline is launching its first new brand campaign in four years, "Go To Your Happy Price." There will be a Super Bowl ad before kickoff on Feb. 12.
Actress Kaley Cuoco will pose as an office ringleader in the new campaign, persuading her coworkers to take a vacation.
"Under Kaley's leadership, they prevail against the everyday grind and discover that with Priceline, affordable travel is always within reach," Priceline said in a release.
Ad spots will run on broadcast TV and online, including social media sites. Priceline plans social media and streaming platform takeovers.
Priceline is also planning an influencer campaign, audio and podcast ads, and a release of the campaign's new theme song on streaming platforms. More facets of the campaign will roll out throughout the year.
As part of the campaign, consumers can access "hidden deals," according to Priceline. The first of the deals will go live at the Super Bowl's kickoff, with more coming during halftime. They can be accessed by engaging with interactive props in the campaign's digital ads. Further promotions are expected to roll out throughout 2023.
For instance, consumers might find $1,000 coupons for Priceline Hotel Express Deals for travel anywhere; those are only accessible during the game. Other deals include 90% off travel to Maui and Cancun, and $500 off trips to California.