During 2005 we were commissioned by Active Hotels to define a brand strategy to support their business objective of expanding their online business across Europe. We recommended that they differentiate between their B2B and B2C businesses and use the Priceline brand for consumer-facing audiences. We then evolved the brand for European tastes and developed a new proposition based on differentiated and sustainable values, summed up in the strapline ‘Look and book for less’. Our work with the Priceline technical team resulted in a very different website experience – with an innovative way of searching for hotel rooms that ensures ease-of-use and relevant search results. From launch on day one, the new website beat the targets set for it. www.priceline.co.uk