NEWS: Shilland gets Granada task

Granada, which last week launched a pounds 3.4 billion bid for the Forte Group, has hired Shilland & Co to boost the profile of its motorway services, Granada Hospitality.

Granada, which last week launched a pounds 3.4 billion bid for the Forte

Group, has hired Shilland & Co to boost the profile of its motorway

services, Granada Hospitality.



The agency pitched against incumbent firm Cameron Choat & Partners along

with three others to win the account last week.



The 12-month campaign, which has a six figure budget, will focus on

consumer PR but also includes corporate PR and public affairs.



The focus of Shilland’s brief is to communicate planned improvements to

the company’s 36 motorway services.



It will kick off the campaign with the launch of Granada’s flagship

service area on the M6 outside Stafford, due to open next Spring.



Shilland & Co, headed by group chief executive Peter Shilland, will also

advise the company on political issues such as the Government’s plan to

introduce motorway tolls and environmental issues surrounding the

construction of motorway sites.



Parent company Granada has in the past used lobbying firm GJW for

political advice. However, Granada Hospitality marketing services

manager Maggie Mayhew told PR Week that Shilland was the only agency

working for her part of the group.



Asked about the implications for Shilland if Granada Group succeeds in

its hostile bid against Forte, she said these were‘unknown’.



But she added that the acquisition of Forte’s motorway business

Travelodge, which includes the chains Welcome Break and Little Chef,

would obviously have some effect on the company’s position.



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