Lucre to push luxury hotels

Global luxury hotel brand Preferred Hotel Group has appointed consumer shop Lucre to oversee European PR for four establishments.

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.

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