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Article: New Red Lion plans large-scale expansion through franchising.(global update: profile)
- Article from:
- Hotels
- Article date:
- November 1, 2005
CopyrightCOPYRIGHT 2005 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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SPOKANE, WASHINGTON The former WestCoast Hospitality Corp. has big plans for its upper mid-scale Red Lion Hotels brand. How big? The company, which plans to expand the brand into 100 primary and secondary markets in the next five years, recently changed its name to Red Lion Hotels Corp. to emphasize its focus moving forward. Along with the new name comes a new logo and brand image, which the company will showcase through a redesigned Website and national advertising such as its Adrian Award-winning "Stay Comfortable" campaign.
A revitalization of the Red Lion brand has been under way since 2001, when the company acquired it from Hilton Hotels Corp. That process ...