Priceline.com (Nasdaq: PCLN) today revealed that it will kill off the popular Priceline Negotiator, a character played by William Shatner, in its new national TV campaign.

To see the new spot, visit http://pcln.com/NegotiatorLastDeal.

"The Priceline Negotiator has become very strongly associated with the priceline.com brand and the concept of negotiating to get a deal on a hotel room," said Brett Keller, priceline.com's Chief Marketing Officer. "However, priceline.com customers don't have to negotiate themselves to get a deal. Without bidding, they can choose from over 200,000 quality hotels around the world, with thousands of them on sale every day at rates we've negotiated for them. In fact, in the past three years, priceline.com has more than tripled the number of hotels available through our published-price hotel service."

Keller continued, "We felt it was necessary to go to extremes to grab the attention of every consumer in America and drive home the message that you don't have to negotiate to save money on a hotel at priceline.com. We know that The Negotiator has a lot of fans, and we hope that everyone understands this was something that just had to be done."

The new campaign opens with The Negotiator coming to the rescue of a family whose bus is teetering on a bridge. Heroically, The Negotiator manages to get them safely off the bus - and find a hotel for the night. But The Negotiator himself is unable to exit the bus before it plunges off the bridge. Future spots in the campaign explore the aftermath of the crash.

About Priceline.com

Priceline, part of Booking Holdings Inc. [NASDAQ: BKNG], is a world leader in travel deals. Priceline offers exclusive discounts on hotels, flights, alternative accommodations, rental cars, cruises and packages. We offer more than a million lodging properties, helping travelers find the right accommodation at the right price. We negotiate great deals every day, and put our best pricing on the Priceline app. Our deep discounts on hotels, flights, rental cars and more are also exclusively distributed through our partnership brand, Priceline Partner Network. With free cancellation for many rates, 24-hour customer assistance and the option for both pre-paid and pay upon arrival reservations, Priceline helps millions of travelers be there for the moments that matter. For us, every trip is a big deal.