Start-up grabs Best Western job

Britain's largest group of independently owned hotels, Best Western Hotels GB, has chosen start-up Lucre to be its retained PR agency against a raft of more heavy-weight shops.

Lucre won the consumer and trade account in a pitch against year-long incumbent Weber Shandwick, Cohn & Wolfe, Harrison Cowley North and Brighter PR.

The agency will promote Best Western as a non-profit group of 'unique' hotels to ensure consumers do not perceive the brand as a chain.

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