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William Shatner’s Negotiator Priceline Pitchman Is Dead Again

Dennis Schaal photo
Dennis Schaal

Photo Credit: Priceline.com has a new series of five TV ads, and missing from them are the usual Priceline.com ad stars William Shatner and Kaley Cuoco, although an unseen Shatner does the voiceovers. Priceline.com

Skift Take

When Priceline.com decided to try to reinvigorate the brand, it studied the data: Travelers are taking shorter, more frequent trips, and many are booking them on mobile at the last-minute. Their customers are heading to Rome, Georgia more frequently to that other Rome where Vatican tours are available. The data called for a streamlined site and app emphasizing "deals near me," pay at the hotel, and easier-to-book products.

Priceline.com has revamped its website, apps, and marketing, transforming its television advertising pitchman William Shatner from The Negotiator to a faceless narrator based in part on changing traveler behavior. The new online and offline advertising campaign includes Facebook mobile targeting that's personalized as consumers "learn of their friends' life moments from status changes," Priceline.com states, and a Super Bowl pre-game ad. The integrated campaign, Whatever’s On The Line, Priceline, began February 1 on Facebook and was developed by BBDO. It relegates Shatner to providing voiceovers, without a cameo role, in a series of five TV ads, as he imparts his wisdom and humor on the issue of "to go, or not to go." Shatner, who has been Priceline.com's most visible face since even before the dot-com bubble burst, got his The Negotiator character killed off four years ago when the company deemphasized Name Your Own Price bidding, and Shat

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