Focuses On Hotel Savings In New Advertising Campaign

William Shatner returns for 12th year as celebrity spokesman

Jan 20, 2010, 09:15 ET from

NORWALK, Conn., Jan. 20 /PRNewswire-FirstCall/ -- Today, (Nasdaq: PCLN) unveiled its 2010 marketing campaign featuring Emmy Award-winning actor William Shatner, who is returning for his 12th year as's celebrity spokesman.  The campaign includes TV, online and print advertisements created by Butler, Shine, Stern & Partners (BSSP),'s San Francisco-based advertising agency.  No financial details of the campaign were released.

The campaign is a further extension of Shatner's successful run as the Priceline Negotiator.  This time, Shatner will be joined by a new sidekick named Big Deal.  To watch the TV spot, click here

"We believe that is best-known among consumers for our Name Your Own Price® hotel service, which consistently delivers the deepest savings in the online travel industry," said's Chief Marketing Officer Brett Keller.  "We are going to further strengthen that message and our brand position in the market through this campaign."

Keller continued, "Following the success of an earlier character, No Fee, who helped The Priceline Negotiator highlight's elimination of airline ticket booking fees in 2007, we have created Big Deal, a new Negotiator sidekick.  In an amusing and entertaining way, Big Deal helps The Negotiator demonstrate just how big the hotel deals are at, how easy it is to get them and, most importantly, that is the home of the 'Big Deal'."

Most TV and film buffs know William Shatner for his work in series such as Star Trek and Boston Legal, which recently completed a four-year run.  Mr. Shatner now has a new interview series, titled Shatner's Raw Nerve, running on The Biography Channel.  And, of course, fans know him for his work on's commercials.  This will be the 4th consecutive year that Mr. Shatner has appeared in the spots as The Priceline Negotiator – a shrewd, hard-bargaining professional negotiator who will stop at nothing to obtain the best travel deals and maximum savings for customers.

Mr. Shatner first appeared in a advertisement in 1998.  Early commercials featured a singing William Shatner twisting the words of '70s pop hits like "Age of Aquarius", "Convoy" and "Two Tickets to Paradise" into odes to and its money saving prowess.  

The ads were spoofed by Jay Leno, parodied on Saturday Night Live, lampooned in MAD Magazine, and even featured as a question on Jeopardy and Who Wants To Be A Millionaire.  Later on, paired Mr. Shatner with his former co-star and friend Leonard Nimoy.  Then, in 2007, Mr. Shatner stepped into character for the first time as The Priceline Negotiator.

"We are very pleased with how The Negotiator has become his own social phenomenon, much like William Shatner did in the earliest commercials," said Mike Shine, BSSP's co-Creative Director.  "When you look on Twitter, Facebook or YouTube, you'll see people re-creating that karate kick, singing the Negotiator 'sting' or just talking about how The Negotiator found them a sweet Priceline deal.  When a concept has 'legs' like that, the brand recognition for an advertiser just multiplies."  

About® Incorporated Incorporated (Nasdaq: PCLN) provides online travel services in 29 languages in over 78 countries in Europe, North America, Asia, the Middle East and Africa. Included in the family of companies is, a leading international online hotel reservation service,, a leading U.S. online travel service for value-conscious leisure travelers, and, an Asian online hotel reservation service. believes that is Europe's largest and fastest growing hotel reservation service, with a network of affiliated Web sites. operates in over 70 countries in 24 languages and offers its customers access to over 71,000 participating hotels worldwide.  In the U.S., gives customers more ways to save on their airline tickets, hotel rooms, rental cars, vacation packages and cruises than any other Internet travel service.  In addition to getting great published prices, leisure travelers can narrow their searches using's TripFilter advanced search technology, customize their search activity through's Inside Track features, create packages to save even more money, and take advantage of's famous Name Your Own Price® service, which can deliver the lowest prices available. also operates the following travel websites:,, and also licenses its business model to certain independent and international licensees.