Priceline relaunched its iconic Negotiator ad campaign on Tuesday, with William Shatner officially handing off the role to actor Randall Park after helping define the brand for nearly three decades. The Connecticut-based travel company is using the comeback to put value back at the center of its message as it tries to reach younger travelers.

Shatner first debuted as Priceline’s pitchman for its Name Your Own Price product in 1997, turning the ads into some of the company’s most recognizable work. Zimmerman said the new version is meant to keep the idea alive while changing its tone, saying Priceline is bringing it back “in a way that's modern with a twist, with new talent, and with a different comedic approach.”

The relaunch comes four months after Brigit Zimmerman took over as Priceline CEO in January from Brett Keller, following her time as the company’s chief commercial officer. Her arrival has coincided with a broader effort to refresh both the company’s advertising and its products, including investment in technology such as its AI assistant Penny.

That push matters because Priceline is fighting for attention in a crowded online travel market, where it has to stand out from rivals while also keeping its identity clear. The company has long tried to separate itself from sister brand Booking.com by leaning toward North American deal-seekers, and the revived campaign is meant to make that positioning easier to recognize.

Park, known for “Fresh Off the Boat,” now takes over a role that helped make Shatner part of Priceline’s identity. The handoff is also a signal that Priceline wants the old joke to work for a new audience, not just a nostalgic one. If the campaign lands, it will not be because it simply brought back a familiar face. It will be because it made an old brand promise feel current again.