Sid Lee is is packing its bags and preparing to work in luxury vacation destinations.

The agency, co-owned by Cirque du Soleil, has been chosen to be the global marketing agency for Montreal-based Luxury Retreats, which matches vacationers with luxury properties  that have been inspected to ensure their qualitycontinues. The agency will lead all of Luxury Retreats’ online and offline brand programs as it continues to expand, according to a release.

 Specifically, Sid Lee will be tasked with developing a new communication platform to showcase the company through advertising, branded content and digital. The agency will also assist Luxury Retreats with talent recruitment and its human resources program.

It is the first time the company has assigned all of its marketing efforts to a single agency. Previously, the company handled marketing in house or hired specialists.

“As we enter our next stage of growth, we want to invigorate our leadership in the luxury rental market and take even greater strides to attract top talent for our growing needs,” Joe Poulin, president and CEO of Luxury Retreats, said in a statement. “Sid Lee is renowned for elevating brands in strategic and creative ways, and we look forward to this partnership.”