Priceline, Shatner end their duet

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With its stock price faltering and top executives leaving, Priceline.com no longer plans to use "Star Trek" luminary William Shatner as its pitchman, people close to the situation said.

The Internet site, where individuals name a price they want to pay for travel options or other things, has built its brand by using Mr. Shatner first in print, then heavy radio and finally in TV that began in early 2000. A commercial that used Mr. Shatner pledging that Priceline will continue to serve its customers that ran over the holidays apparently was Mr. Shatner's swan song.

A Priceline spokesman said he would not speculate on Mr. Shatner's future relationship with the struggling company; his contract runs through October. The company is rolling out a campaign from Hill, Holliday, Connors, Cosmopulos, New York, that doesn't include Mr. Shatner. Hill Holliday referred calls to the client.

For more details see full story.

-Hillary Chura and David Goetzl

Copyright January 2001, Crain Communications Inc.

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