Montreal-born and raised William Shatner of Star Trek fame has been the spokesman for Priceline for over a decade. Now he will appeal to his fellow-Canadians in a marketing campaign to focus on bargain-hunting travelers. It is the first Priceline national brand effort in Canada, and will be geared toward the mobile-oriented customers who look through deals through apps.
The ad campaign will feature TV and digital marketing and will begin in September. Shatner will star in commercials as “The Negotiator, ” who scales buildings, defends himself with karate and takes on multiple identities to find the best deals on rental cars, hotels and flights. He will also reveal the secret weapon– an Express Deals bookings Option that can save customers up to 60% off of the published prices. With the Canadian traveler increasingly mobile savvy and searching for deals, The Negotiator is the ideal targeted ad campaign.
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Shatner commented, “The priceline.com Negotiator is a master at the fine art of deal making. He speaks 17 languages, is a seventh degree black belt and once saved a traveler enough to buy a small island. Oh, and he makes a mean pork loin poutine.”