Red Lion wins

Differentiating the travel site in a crowded market will be the biggest challenge for the new partnership.

Santa came early for Red Lion this year. The Toronto-based agency picked up a new client, when awarded the shop its business.

The campaign is a “substantial,” national client for Red Lion, says Matt Litzinger, president at the shop, and has resulted in hirings at the agency. The remit includes strategy and creative development for the travel site, which offers discounted vacation packages.

The brand approached the agency based on the work it had previously done, Litzinger adds.

The biggest challenge going into the new year will be to help create a unique brand identity. The brand competes in a crowded category against well-known entities like Trivago and Expedia, and relying on lowest price is no longer enough to differentiate a brand, Litzinger says. The first batch of creative is expected for early January.

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