Online travel pioneer Priceline has selected Omnicom Media Group’s PHD as its new media agency of record, after a formal review process.   

The client previously worked with Ocean Media. Mirimar remains the client’s creative agency of record.  

The brand spent an estimated $155 million on measured media last year, according to agency research firm COMvergence. 

Priceline said its internal teams would work with PHD on data-driven media strategy, planning and buying to drive “reappraisal and growth amongst new customers in key traveler segments.”   

“We believe in the power of brand media to make travelers take notice and think differently about Priceline,” said Lesley Klein, senior vice president, strategy and brand marketing, Priceline. “PHD will be a critical partner in co-authoring our future vision and in developing stand-out opportunities that create meaningful impact.”  

Priceline is in the second year of its award-winning ‘Go to Your Happy Price,’ brand platform.  

Priceline tapped MediaLink to support its review process. PHD begins work immediately. 

Pictured above is one of the brand's "Go To Your Happy Place" ads featuring Kaley Cuoco.