Monday, January 23, 2012 "Kills" The Priceline Negotiator (Nasdaq: PCLN) has revealed that it will kill off the popular Priceline Negotiator, a character played by William Shatner, in its new national TV campaign.

Mr. Shatner has been's celebrity spokesman for 14 years, and remains under contract to the company.  He first stepped into the role of The Negotiator in 2007. said it decided to kill off The Negotiator character in order to focus consumers' attention on its published-price hotel service, which is the fastest-growing segment of's hotel business. said it will continue to offer its Name-Your-Own Price® hotel service, which can save traveler up to 60% off published rates. 

To see the new spot, visit