The group represents hotels including Ireland's K Club, The Hempel in London and Hotel Balzac in Paris.
It hired Lucre for a six-figure sum after a competitive pitch. It is the first time Preferred has hired a European agency in recent years.
Lucre director Sophie Spyropolous admitted she thought Lucre was a 'rank outsider' during the pitch process, but said the agency won thanks to its experience of running international campaigns such as Disney.
Preferred Hotels & Resorts, a subsidiary of the group, represents more than 120 hotels worldwide.
To qualify as a Preferred hotel or resort, a property must pass an exhaustive quality assurance programme that includes an annual, unannounced inspection.