Priceline.com Incorporated: Troubadour campaign
Kevin TeagueOVERVIEW
In 1996 entrepreneur Jay Walker came upon a startling statistic: every day airlines flew with an average of 500,000 empty seats. The revelation spurred Walker to create priceline.com, a website that encouraged travelers to set their own price for airfare. If the customer's bid on an unused ticket was at least 70 percent of the ticket price, the customer usually received the discounted ticket. Priceline.com's concept of "name-your-own-price" was different from that of the competition. Travelocity.com and expedia.com, for instance, allowed consumers to compare prices from competing airlines. By 2000 priceline.com had expanded...