Welcome to
Grayling Madrid

Basic-Fit, Europe’s largest fitness chain, wanted to celebrate its growth in Spain, where it opened over 20 clubs in one day, a record in the industry.

At Grayling, we created a street campaign featuring the company’s symbol: its backpack. We installed a giant replica of it at Atocha station, where thousands of travellers saw it every day. The backpack was customised by the famous artist Misterpiro and displayed for three days. We also offered a free day pass to any Basic-Fit club via QR code and a chance to win a unique backpack by Misterpiro to new and existing customers.

Grayling Spain manages the Corporate Communication for DHL Supply Chain in Spain, the area of the company that handles supply chain and large logistics. From the offices in Madrid we works creating content for the local media on a national scale and also coordinates international activities to highligt the company image. We have achieved great results during the last 7 years.

Grayling was tasked with improving the perception of the leading car rental brand in the Mediterranean region in key European markets including, Spain, France, Germany, Greece, Italy and the UK.

Grayling adopted a hub and spoke approach, coordinating all markets from Madrid, and developing corporate reputation and consumer activities with a global strategy and activations that were adapted to different market requirements.

The Spanish association of insurance companies (UNESPA) sought Grayling’s support to help them promote the findings of their annual industry report, “Estamos Seguros”, which includes key insights and statistics regarding trends in insurance, as a means of raising awareness of the association’s activity among mainstream audiences and to promote greater awareness of the need to be insured.

Grayling developed, managed and rolled out a PR plan for UNESPA aimed at raising awareness of all the initiatives that were part of the project, “Estamos Seguros”, and positioning UNESPA as a key source for educational and newsworthy material relating to the insurance market. To this end, we promoted creative, appealing and valuable content for a mainstream audience that helped raise awareness of the role of insurers in plain and transparent language.

Monasterio de Piedra faces fierce competition from other attractions. Grayling was asked to use its 800th Annversary to lift it into Spain’s top tier, which we did using a 360° strategy to turn visitors into active consumers – and, from there, into ambassadors.

Based on our research, we came to the conclusion that, to deliver our objectives, it would be necessary to broaden Monasterio de Piedra’s appeal – continuing to target cultural tourists but, at the same time, crafting a story which would appeal to lovers of food, relaxation and the natural world as well. It also became clear that there was a real opportunity with families too. We communicated via a multichannel strategy combining a redesign and relaunch of the monastery’s website, including a refreshed approach to SEO, targeted media relations, influencer outreach and engagement, and experiential activity in the park itself aimed at promoting advocacy amongst visitors.

Grayling supports StubHub in promoting its brand in consumer media by leveraging its partnerships, primarily in the field of music and sport, and establishing it both as the website of choice for buying and selling tickets for live events and as a company that defends the rights of fans.

In addition, Grayling is responsible for managing and proactively securing media opportunities positioning the brand and its key spokespeople from a corporate perspective and using media relations to support its activity in the area of Public Affairs. Furthermore, our Government Relations team works proactively on a national and regional level to manage relations with key institutional stakeholders.

Coordination between our practice teams is vital to ensuring we all work towards a common goal.