Priceline.com's cachet and relevance had begun to wane. William Shatner was a brand asset, but also a liability. His association with the brand failed to go beyond mere spokesperson and the brand wasn't breaking through with a clear and differentiated purpose. In collaboration with a new agency partner, the brand took hold as the source for travel deals and the budget-conscious traveler. Shatner, the ultimate insider, was given a secret agent-type role as The Negotiator in what became the company's longest-running and most-successful ad campaign. The multi-dimensional, multi-channel campaign tapped into a mod style and visual language and ranged from branded content to product integration to integrated digital and print programs.
Creator: Seth McFarlane / Believe Entertainment Group