The new campaign, titled Go To Your Happy Price, features brand ambassador and actress Kaley Cuoco trying to convince her colleagues they'll be able to take an affordable vacation.

In 1997, William Shatner became the spokesman for Priceline.com, agreeing to do the spots in exchange for stock in the company. Shatner allegedly sold the stock before the burst of the dot-com bubble, making a $600 million profit; however, this number was disputed as an urban legend by CEO Jeffery Boyd.

Behind the Scenes of Priceline's Ad with Kaley Cuoco – The Hollywood Reporter.

Priceline gained popularity in the late 1990s for cheap flights, hotels and car rentals while featuring “Star Trek” actor William Shatner as The Negotiator in campy TV spots. Shatner no longer stars in company commericials. The website will continue to operate online as Priceline.com.

Shatner has served as Priceline's spokesperson for 14 years, but CEO Christopher Soder said Priceline is pursuing a new advertising strategy. “The challenge is harder to get people's attention than it used to be. … So we decided to do something really over the top to get the message across.”?

Priceline.com TV Spot, 'Stand In' Featuring Kaley Cuoco - iSpot.tv.

Shatner has served as Priceline's spokesperson for 14 years, but CEO Christopher Soder said Priceline is pursuing a new advertising strategy. “The challenge is harder to get people's attention than it used to be. … So we decided to do something really over the top to get the message across.”?

$600 million Shatner accepted Priceline stock as part of his compensation when the contract was signed in 1997 - a deal reportedly worth $600 million - making Shatner a very rich man.

Actress Kaley Cuoco got married to equestrian Karl Cook. The Big Bang Theory actress Kaley Cuoco who is popularly known as Penny tied the knot with equestrian Karl Cook on June 30 at the Beverly Hilton Hotel in Beverly Hills.

(2012) TV commercial for Priceline.com, in which William Shatner portrays her father.

Shatner didn't pay for his new historic record - he flew on the New Shepard rocket for free - but others can, and already have: Another Blue Origin passenger, Oliver Daemen, at age 18, became the youngest person (and first teenager) to reach space because his dad, a private-equity executive, bought him a seat.

"Priceline's life became dramatically more difficult when investors began to lose confidence in it," Cassar said. "It essentially mandated that Priceline needed to figure out how to become profitable."