William Shatner's Priceline Negotiator isn't a goner, after all. He just went surfing.
Seven months after a commercial showed the Negotiator plunging off a cliff and into apparent oblivion, the company is resurrecting him in a new 30-second TV and online spot set to debut Thursday.
....Turns out Priceline just couldn't do without him.
"We had such a positive response to the ad where we appeared to throw him over a cliff that we wanted to find a creative way to bring him back," said Brett Keller, chief marketing officer for Priceline.com.
Last Wednesday, Priceline.com Inc.'s stock fell more than $100, about 17 percent, after the company warned investors that its third-quarter revenue and income would come in far below analysts' forecasts because of the deepening malaise in Europe, a burden shared by other companies.
Another blow came Monday: Shares of Priceline and other online travel companies fell after Google announced the acquisition of the Frommer's brand of travel guides, beefing up Google's array of travel search and review assets.