Priceline.com : Priceline.com Delivers The Challenge In The February 18th Episode Of The Apprentice: Los Angeles
02/15/2007| 10:42am US/Eastern
When the contestants in NBC's The Apprentice:
Los Angeles assemble on Sunday, February 18 to tackle their latest
business challenge, they'll be working with
one of the top brands in the Internet space: Priceline.com
(Nasdaq:PCLN). Priceline.com joins a list of blue chip companies
participating with Donald Trump in this year's
version of the hit show, including The Dial Corporation, Lexus, The Home
Depot Center and GNC.
Two of priceline.com's top executives will be
putting aspiring apprentices through their paces. The priceline.com
executives are Chris Soder, President, North American Travel, and Brett
Keller, Chief Marketing Officer. The Apprentice is the show where
individuals compete to eventually win an apprenticeship within Donald
Trump's business empire. Contestants are
divided into teams and, each week, they take on a business project
assigned to them by Mr. Trump. Depending on how they perform,
contestants either make it through to the next week are eliminated from
Priceline.com was one of the companies chosen by Mr. Trump this season
to help him winnow the show's contestants down
to one winning Apprentice. On the 18th, Mssrs.
Soder and Keller will present the teams with the challenge of promoting
priceline.com's Name Your Own Price®
hotel service. After conferring with the priceline.com executives on how
well the contestants did, Mr. Trump will meet with the teams and someone
will hear those dreaded words: ?You're
Priceline.com's participation on The
Apprentice: Los Angeles follows closely on the launch of the company's
new Negotiator advertising campaign starring William Shatner. The
campaign focuses on priceline.com's ability
to negotiate superior travel deals on behalf of its customers.
Priceline.com also plans to complement its Apprentice appearance with an
online contest, scheduled for launch later this week, where visitors can
register to win a dream vacation to Los Angeles.
?Priceline.com decided to become an
Apprentice sponsor and a participant because our own research found a
very close fit between the show's viewers and
our customers,? said Mr. Keller. ?Much
of the plot revolves around negotiating and deal-making. Apprentice
viewers tend to think of themselves as being skilled in that regard, so
they are perfect candidates for priceline.com's
lineup of specially negotiated and money saving travel products.?
All show participants are required to maintain strict secrecy until
after their segment airs. However, Mr. Soder was able to make a few
general comments on the show. ?From the
moment we arrived, you could appreciate the intensity of the challenge,?
he said. ?The contestants aren't
given that much time to think about a strategy. It's
all about gut feel and quick execution, while being under the microscope
of TV cameras all the time.?
On the topic of working with Mr. Trump, Mr. Keller said, ?Contrary
to the impression you may get from the show and its frenetic pace,
Donald Trump is an excellent listener. He spent time with priceline.com
to understand our business and our challenge so he could properly
evaluate contestants' efforts. He also
solicited our input on the results. It was an entertaining and rewarding
experience working with him.?
About Priceline.com® Incorporated
Priceline.com Incorporated (Nasdaq: PCLN) operates priceline.com, a
leading U.S. online travel service for value-conscious leisure
travelers, and Priceline Europe, a leading European online hotel
In the U.S., priceline.com gives customers more ways to save on their
airline tickets, hotel rooms, rental cars, vacation packages and cruises
than any other Internet travel service. In addition to getting all the
best published prices, leisure travelers can narrow their searches using
advanced search technology, create packages to save even more money, and
take advantage of priceline.com's famous Name-Your-Own-Price®
service, which can deliver the lowest prices available.
Priceline Europe operates one of Europe's
fastest growing hotel reservation services through its Booking.com
network of hotel reservation services, Activehotels.com and
priceline.co.uk. Priceline Europe operates in 40 countries in 12
languages and offers its customers in Europe and the U.S. access to
approximately 25,000 participating European hotels.
Priceline.com also operates the following travel websites:
Travelweb.com, Lowestfare.com, RentalCars.com and BreezeNet.com.
Priceline.com also has a personal finance service that offers home
mortgages, refinancing and home equity loans through an independent
licensee. Priceline.com licenses its business model to independent
licensees, including priceline mortgage and certain international
About The Apprentice: Los Angeles
The Apprentice: Los Angeles is produced by Mark Burnett Productions in
association with Trump Productions LLC. Mark Burnett, Donald J. Trump
and Jay Bienstock are executive producers. Conrad Riggs, Page Feldman
and James Canniffe are co-executive producers.
© Business Wire 2007