Shatner has acted as the advertising spokesman for Priceline.com since its launch in 1998. He attracted a cult following for his spots, which featured the former Captain James T Kirk singing versions of classic hit songs like 'We Gotta Get Out of this Place' and 'Two Tickets to Paradise'. In the process, he helped establish Priceline as a household name, earning millions in share options.
The UK campaign featuring Shatner kicks off today with a series of radio advertisements where Shatner and his new sidekick -- the Priceline Super Computer -- will highlight how travellers can use Priceline.co.uk's name-your-own-price services to save money on flights, car hire and hotel rooms. The ads, which were produced in-house, feature the new strapline: "I think, therefore I save".
Brett Keller, Priceline.com's chief marketing officer, said: "William Shatner is as much a fixture in UK households as he is in the US. We're delighted to bring his instantly recognisable persona to the UK media in this fun, exciting new advertising campaign."
He added: "The ads are fun, but with a message that focuses squarely on what differentiates Priceline in today's travel market -- you simply name your own price and then our system takes over, searching hundreds of suppliers to find a flight, hotel room or car hire that matches your criteria."
The new campaign, which broke earlier this year in the US, is the first work Shatner has done for Priceline for some time. Last year, the internet firm launched its first advertising campaign not featuring Shatner. The animated ads used the "Spend less, live more" strapline and were created by Hill, Holliday, Connors, Cosmopulous, New York.
Priceline.co.uk offers flights from the UK to Europe, the US and the rest of the world; hotel rooms in Europe, the US, Mexico, the Caribbean and Canada; and car hire throughout Europe and the US.
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