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Hotels

The Brighter Group to raise profile of Western Hotels GB

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By John McCarthy, Opinion Editor

September 27, 2013 | 2 min read

The Brighter Group has been appointed to raise Western Hotels GB’s profile after a year of growth for the hotel chain.

Western Hotels own 278 GB properties

The London-based team were briefed with providing a greater voice for the national media in addition to leveraging the stories of the personalities within Western Hotels.

The Brighter Group’s Best Western account will be led by Karl Webster, supported by Tryphena Greenwood and Steele Paulich who together have more than 20 years’ experience.

Kate Auld, head of communications, said: “Our hotels and hoteliers have thousands of stories to tell and the time was right for us to find a partner PR agency to help us share them. From a UK media perspective we’re sometimes misunderstood; our hotels aren’t franchises, they’re all independently owned and operated.

“Like our business model, each property’s unique and whilst we proudly sit in the mid-market, as we push into new territory we need a dynamic, proactive team to work with. Debbie and her team’s impressive industry track record and network stood out, alongside their genuine passion and commercial acumen.”

Debbie Flynn, CEO of The Brighter Group, said: “We’re thrilled. It’s a fascinating time for the brand as it strives to become the first choice for more independently-minded travellers looking for an alternative to the ‘cookie cutter’ approach."

Western Hotels was formed in 1946 when founder MK Guertin took his family on a journey across America and was inspired to create a co-operative of hotels.

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