- US internet retailer Priceline.com is rolling out its first advertising campaign which does not feature its familiar spokesman William Shatner despite maintaining that it has not severed its links with the former Star Trek star.
The animated ads, which broke on January 2 on cable TV in the US, have a new strapline: "Spend less, live more," and were created by Hill, Holliday, Connors, Cosmopulous New York.
Priceline's advertising refocus comes as it wrestles with customer complaints and sees a raft of senior executives leaving. The latest is its founder Jay Walker, who is returning to the internet incubator company where he dreamt up the idea behind Priceline.
The future of Shatner's role as pitchman of Priceline was thrown into question before Christmas, when he was reported to be unhappy with the company's falling share price.
He was paid largely in shares and was reported to be one of the US's highest paid frontmen.
Sources report Priceline was keen to keep its advertising fresh, adding that the Shatner campaign had "run its course".