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.