The Priceline Group
Jan 23, 2012 "Kills" The Priceline Negotiator

NORWALK, Conn., Jan. 23, 2012 /PRNewswire/ -- (Nasdaq: PCLN) today revealed that it will kill off the popular Priceline Negotiator, a character played by William Shatner, in its new national TV campaign.

Mr. Shatner has been's celebrity spokesman for 14 years, and remains under contract to the company.  He first stepped into the role of The Negotiator in 2007. said it decided to kill off The Negotiator character in order to focus consumers' attention on its published-price hotel service, which is the fastest-growing segment of's hotel business. said it will continue to offer its Name-Your-Own Price® hotel service, which can save traveler up to 60% off published rates. 

To see the new spot, visit

"The Priceline Negotiator has become very strongly associated with the brand and the concept of negotiating to get a deal on a hotel room," said Brett Keller,'s Chief Marketing Officer.  "However, customers don't have to negotiate themselves to get a deal.  Without bidding, they can choose from over 200,000 quality hotels around the world, with thousands of them on sale every day at rates we've negotiated for them.  In fact, in the past three years, has more than tripled the number of hotels available through our published-price hotel service."

Keller continued, "We felt it was necessary to go to extremes to grab the attention of every consumer in America and drive home the message that you don't have to negotiate to save money on a hotel at  We know that The Negotiator has a lot of fans, and we hope that everyone understands this was something that just had to be done."

The new campaign opens with The Negotiator coming to the rescue of a family whose bus is teetering on a bridge.  Heroically, The Negotiator manages to get them safely off the bus - and find a hotel for the night.  But The Negotiator himself is unable to exit the bus before it plunges off the bridge.  Future spots in the campaign explore the aftermath of the crash. 

About The Priceline Group
The Priceline Group (Nasdaq: PCLN) is a leader in global online hotel reservations, with over 200,000 participating hotels worldwide.  The Group is composed of four primary brands —,, and TravelJigsaw — and several ancillary brands. The Priceline Group provides online travel services in over 140 countries in Europe, North America, South America, the Asia-Pacific region, the Middle East and Africa. is the number one online hotel reservation service in the world, offering over 170,000 hotels (as of November 7, 2011), and is available in 41 languages.  More recent hotel counts are available on the website. 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's famous Name Your Own Price® service, which can deliver the lowest prices available. is an Asia-based online hotel reservation service that is available in 37 languages.  TravelJigsaw is a multinational car hire service, offering its reservation services in over 4,000 locations.  Customer support is provided in 29 languages.





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