- Adweek, Wednesday, January 17, 2007 12 PM
When Priceline set out to create a new ad campaign based on its ability to broker deals with travel marketers, it found that it could no longer separate itself from brand ambassador William Shatner.
Spots breaking this week will have Shatner looking for the best travel fares as a secret agent negotiator.
While Shatner has been Priceline's spokesperson for nearly a decade, his
presence has survived several ad agency changes.
"We've reached a point where Bill is really an intrinsic part of the brand," said Priceline's chief marketing officer Brett Keller. "We
thought of it as a risk not to use him and not to use him in a more visible format."
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