• January 20, 2010

Priceline is bringing back actor William Shatner for a 12th year as its celebrity spokesman. The company is focusing on hotel savings in new creative.

The campaign includes TV, online and print ads created by San Francisco-based Butler, Shine, Stern & Partners. 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.

An earlier character, No Fee, helped The Priceline Negotiator highlight priceline.com's elimination of airline ticket booking fees in 2007. Now, Big Deal, a new Negotiator sidekick, helps demonstrate just how big the hotel deals are at priceline.com and how easy it is to get them.--Tanya Irwin