• by Danielle Oster , March 14, 2025

Priceline wants to get people from “dreamscrolling” to actually going on vacation.

The travel brand’s latest campaign is built around the insight that younger consumers often spend plenty of time fantasizing about vacation, and browsing travel content online (“dreamscrolling”), without actually booking a trip. A 2024 survey commissioned by Priceline found that over half of millennial and Gen Z consumers reported dreaming about vacation plans every week, but were held back from traveling by “barriers like price and complexity.”

“This campaign is all about breaking down the barriers that keep people on the sidelines – whether that’s cost, hesitation, or just the feeling that travel is out of reach,” Lesley Klein, senior vice president, strategy and brand marketing for Priceline, said in a statement. “By delivering unbeatable deals and exciting partnerships, we’re making it easier than ever for travelers to stop dreaming and start going.”

To help spread that message, the brand enlisted actress and longtime brand ambassador Kaley Cuoco ( “The Flight Attendant,” “The Big Bang Theory”) to star in its “Go To Your Happy Place” campaign. Cuoco plays the part of a travel guru who pops in to interrupt people lost in a fantasy pink-cloud world dreaming of their ideal vacation -- and get them to book with Priceline.

The campaign is running across broadcast, digital, and social media -- including takeovers on  Meta, TikTok, YouTube, SB Nation, Direct TV, and Peacock --  with further support from influencer marketing partnerships, audio and podcast ads.

The first ad, launched earlier this week, is a basketball-themed spot timed around NCAA Basketball’s March Madness tournament. Cuoco interrupts a young basketball fan dreaming of watching his favorite team win the championship in person, to tell him about Priceline deals that can help him make it a reality.

As March moves on and the competition heats up, Priceline is launching an integrated promotional campaign offering “Buzzer Beater” deals. From March 25-April 6, fans can get discounts on hotels in host cities for the NCAA Men’s and NCAA Women’s tournaments’ final stages.

Priceline also partnered with sports betting and fantasy sports service DraftKings for a “Dream It, Book It” bracket challenge for the Men’s College Basketball Tournament, providing one free-to-play bracket offering a chance to win a  $50,000 grand prize, with the game incorporating a rollover ad showcasing a Priceline destination.

The broader integrated “Go To Your Happy Place” campaign will continue throughout the year, building on the premise with social content.