Priceline’s New CEO on Reinventing the Value Pitch and Competing in a Crowded OTA Market: Exclusive

Priceline relaunched its iconic Negotiator ad campaign Tuesday, and new CEO Brigit Zimmerman is using the moment to make the case that value-focused travel has never been more relevant.

Zimmerman, who had been Priceline’s chief commercial officer, took over in January from Brett Keller, who served as CEO for nearly a decade.

In her first interview as CEO, Zimmerman spoke exclusively with Skift about the new campaign, how Priceline is different from other OTAs — including sister company Booking.com — and how the Connecticut-based brand is remaking itself.

The New Negotiator Campaign

William Shatner, who debuted as Priceline’s pitchman for its Name Your Own Price product in 1997, officially handed off the role of Negotiator to actor Randall Park from “Fresh Off the Boat.”

“We’re bringing it back in a way that’s modern with a twist, with new talent, and with a different comedic approach,” Zimmerman said. “The elements of what th