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Since then, 21 owners have won the designation, Mr. Pace said, including Ms. Owen.
Though other towns and villages lay claim to being the birthplace of Memorial Day, Waterloo won the designation from the federal government, and it has become part of its identity.
For each of the last five years, Virgin has won the designation of best domestic airline from Travel & Leisure magazine, whose editor in chief, Nancy Novogrod, described the airline as returning some of the fun and excitement to flying but also observed that it "profited from the disappointment and distaste for the other airlines".
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But it faces a battle with the rival group, Leave EU, launched by the Ukip backer Arron Banks, to win the designation of the Electoral Commission as the official Out voice.
"I did my best to explain why VL has the policies it has and to stress that VL had to win the designation if we were to have any hope of winning the referendum, and this meant that LL [Labour Leave] had to go on being in the VL camp".
Instead, "Vote Leave," a more polished, mainstream campaign group, led by establishment Brexiteers such as Boris Johnson, the current Foreign Secretary, won the official designation from the U.K.'s Electoral Commission.
However, Banks would soon deny that S.C.L. played a major role in Leave.EU's campaign, telling the Observer that the two companies planned to work together "if we won the official designation — but we didn't".
Having won the European Capital of Culture designation for 2005, the city authorities have embarked upon an extensive civic improvement scheme and set in place a spectacular series of more than 5,000 events.
The organization's leaders were also, she admitted, "relentless" about winning the platinum designation.
Corsica would be the first region in France to win the coveted designation "AOC" ("Appelation d'Origine Contrôlée," or "Appelation of Controlled Origin") for its hams and sausages.
Owen Bennett's The Brexit Club, meanwhile, offers a riveting inside account of the rows between the two wings of Leave over strategy and the fight to win the official designation.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com