NORWALK, Conn., January 29, 2015 . . . In a new advertising campaign kicking off on February 1, priceline.com is reminding viewers of its 18-year history of delivering deep savings in online travel. Sunday’s spot features William Shatner in his role as the Negotiator hammering home the exclusive relationships he’s negotiated with over 60,000 hotels. His on-screen daughter Kaley Cuoco-Sweeting joins him and will be prominently featured in a follow-up spot.
It’s especially fitting that the spots tie in Mr. Shatner who, in his priceline.com role, is one of the longest-running celebrity spokespeople in advertising history. “In over 17 years, William Shatner has done an amazing job establishing and reinforcing priceline.com’s brand position as the best value in travel services, and Kaley Cuoco-Sweeting is taking that message to a whole new generation of millennial and Gen X customers,” said priceline.com’s Chief Marketing Officer Brett Keller. “In this latest campaign, we’re reminding consumers of the two key reasons they come to priceline.com – our connections and our savings.”
As has become typical over the years, Mr. Shatner played an active role in developing creative for the new advertisements. In the spots, he playfully strolls through hotels around the world while talking about all the “guys he knows” who can swing exclusive hotel deals for priceline.com customers. The spots were created by San Francisco-based Butler, Shine, Stern and Partners (BSSP). The campaign includes television, digital and social media components.
“I think priceline.com fans will enjoy this one,” said William Shatner about the new ad. “Only the Negotiator can bring both swagger and passion (and a firm but friendly headlock) to getting the best deals on travel. And because of its industry relationships, priceline.com can bring those deals to consumers.”
Launched in February 1998, priceline.com is one of the best-known and most innovative online travel companies. It continues to be the exclusive source of Name Your Own Price hotel, airline and rental car deals. In recent years, the company added Express Deals, a service where amenities and a pre-negotiated discount of up to 60% is disclosed upfront, and the hotel name is revealed after purchase. Priceline.com also offers a last-minute hotel service called Tonight-Only Deals, and provides popular, free apps for Android and iOS smartphones and tablets.
Priceline.com, part of The Priceline Group [NASDAQ: PCLN], gives leisure travelers multiple ways to save on their airline tickets, hotel rooms, rental cars, vacation packages and cruises. In addition to getting compelling published prices, travelers can take advantage of priceline.com’s famous Name Your Own Price® service, which can deliver the lowest prices available, or the recently added Express Deals®, where travelers can take advantage of hotel discounts without bidding.