Dayton Boots has appointed Rethink Communications as its agency of record for all brand and retail advertising starting in 2010. Dayton Boots, the iconic Vancouver brand, was established in 1946. Every pair of boots is still lovingly handcrafted in the same factory they’ve used for over 60 years.

“It’s great to be able to work with a brand like Dayton because they already have such a rich history and legacy to draw on,” says Cameron Walker, account director at Rethink. “The key challenge for us will be honouring that tradition while introducing the boots to a whole new audience.”

Dayton Boots CEO and president Stephen Encarnacao says, “Rethink have an outstanding track record for creating breakthrough marketing campaigns for a broad range of local and national clients. It’s clear from their work with other great regional brands like Playland and Science World, as well as with national brands like A&W, that Rethink consistently creates and executes innovative communication campaigns that produce results. With the upcoming 2010 Winter Olympics, Vancouver will be in the spotlight and it will be a great opportunity for Canadians and tourists alike to buy an authentically Canadian product.”

Rethink associate creative director and certified motorcycle nut Rob Tarry says, “This is why I started in this business 12 years ago: to work on a great brand with outstanding products and amazing potential. At long last, my dream to work on an iconic motorcycle brand is a reality.”

Next year’s campaign will include magazine, radio, online and collateral.

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