Online travel company priceline.com is focusing on hotel savings in its new advertising campaign.

Published: 21 Jan 2010

Online travel company priceline.com is focusing on hotel savings in its new advertising campaign.

The campaign features William Shatner, who is returning for his 12th year as priceline.com’s celebrity spokesman. The campaign includes TV, online and print advertisements created by Butler, Shine, Stern & Partners (BSSP).

The campaign is a further extension of Shatner’s run as the Priceline Negotiator. This time, Shatner will be joined by a new sidekick named Big Deal.

Following the success of an earlier character, No Fee, who helped The Priceline Negotiator highlight priceline.com’s elimination of airline ticket booking fees in 2007, the company created Big Deal, a new Negotiator sidekick.

In an amusing and entertaining way, Big Deal helps The Negotiator demonstrate just how big the hotel deals are at priceline.com, how easy it is to get them and, most importantly, that priceline.com is the home of the `Big Deal’, said priceline.com’s chief marketing officer Brett Keller.