Priceline’s latest marketing campaign looks to March Madness to drive travel bookings, launching one week ahead of the annual U.S. college basketball tournament. The campaign taps into a growing market for sports-driven travel, introducing a partnership with DraftKings and new hotel deals in tournament host cities.

This is the third and latest iteration of the company’s “Go to Your Happy Price” brand campaign, and targets the millennial and Gen Z audience — a demographic the company says it sees as “experience-driven travele