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 was apparently Mr. Shatner's swansong.
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.
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-Hillary Chura and David Goetzl