Shatner Back From the Dead in New Priceline Spot

William Shatner

Shatner is back. Seven months ago, the Negotiator drove off a cliff and out of the public's consciousness as the face of the travel brand. On Thursday, August 16, William Shatner returned in a new TV and online spot.

And his resurrection couldn’t have come at a better time. Last week,’s stock dropped than $100, due to the deepening economic troubles in Europe. In addition, on Monday, August 13, Priceline’s stock (as well as other travel companies) fell after Frommer’s was acquired by Google—signifying the entry in the market by the Internet giant.

Priceline reportedly killed off the Negotiator character during the last Super Bowl because its business model was changing, despite the fact that a poll taken in 2011 found that when participants were asked to name the first thing that came to mind when they heard Priceline, 25% said “travel” and 24% said “Shatner,” or some variant.

Priceline seems to have recognized its error in letting Shatner go. As Peter Sealey, adjunct professor at the Claremont Graduate University's school of management and former marketing head for the Coca-Cola Co. told the Associated Press: "You don't give up equity like Priceline had in Shatner. ... It's like Aflac giving up the duck or Progressive (insurance) giving up Flo” (although Flo has gone through the ringer thanks to Progressive’s recent crisis).

From a PR perspective, Shatner’s return signifies the power that a strong celebrity spokesperson can have. It’s safe to say most communicators in need of a brand face would give up their firstborns for someone with the presence and effectiveness of Shatner.

So when you see Shatner in his latest spot (he’s on the beach holding a surfboard), ask yourself what it is about this 81-year-old actor, singer, interviewer and pitchman that resonates so much with the public. That could help you in your own quest for the perfect celebrity spokesperson.

Follow Scott Van Camp: @svancamp01

Comments Off


About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.