Strategic and creative in equal measure, Grayling Leeds is known for memorable, commercially-driven campaigns, tenacity and a client-first approachGet in touch
Welcome to Grayling, Leeds
We’ll get to the point. Not all PR agencies are created equal. We know this because we’ve got the best of both worlds. We’re based in Leeds but our teams, clients and connections go way further than this city. Connections that span the county, the North and the country.
We’re connected to colleagues in Manchester, Edinburgh, Bristol and London. In fact, we’re connected to teams in eight cities across the UK, 25 across Europe and 30 around the globe.
It’s why we call ourselves the world’s local agency.
It’s a powerful advantage. Because when we say we’re connected, we really mean it.
We’re connected to our clients, to culture, to the media, to businesses, to businesspeople, politicians and people with some of the best accents in the UK (in our humble opinion). From Blackpool Tower to the Yorkshire Dales and everyone in between.
So when it comes to who you need to know, our consultants are in the know.
Consultants who hail from all across the region and who are connected to colleagues across the country.
Which means we’re not just here, we’re a part of it.
We know the global trends and the trendy locals.
We’re ahead of the curve and just around the corner.
Driving change, creating conversation, building connections and delivering commercial growth for our clients.
We’re local, we’re regional, we’re national, we’re global.
We’re Grayling, Leeds. We create advantage.
We work with some of the biggest - here are just a few
Achieving cut-through amongst key industry audiences
The bi-annual IAA Hannover event in Germany – widely seen as the world’s premiere platform for the future of the commercial transportation industry – is a competitive show with thousands of brands competing to stand out.
If we were going to make a bang and keep Cummins at the forefront of media and minds we needed a content-first approach, visual appeal and a hook to put us front and centre.
Our three-phased approach across pre-event warm up, show week and post-event wrap involved staggering our stories to achieve an effective drumbeat of coverage, landing our key messages, including Cummins’ ‘Net Zero by 2050’ commitments, throughout.
We worked with Cummins to identify stories we could use to hook the media, grab the attention of our audience and develop stories and thought leadership for key European titles, further strengthening the bond between Cummins and future-proofed solutions in the automotive space.
Thanks to our innovation messaging and brand positioning, our results went around the world – with the unprecedented volume and geographical breadth of stories secured leading Cummins to describe the event as one of their ‘most successful ever’.
Launching UK's First National Apprenticeship Framework
YPO launched an Apprenticeship Framework and required PR support to amplify it to public sector organisations and related media. The first of its kind, the framework was developed to support public sector organisations in accruing funds following the introduction of the apprenticeship levy.
The introduction of the levy, and some of the updates to the legislation had meant that there wasn’t a clear pathway which was impacting the use of levy funds. We identified an opportunity for YPO to become the industry commentator and position the apprenticeship framework as a solution.
We created a campaign over the course of nine months that combined a hardworking national proactive and reactive press office designed to deliver repeat opportunities to see with consistent key messaging across identified media.
This is not just any Christmas
We were challenged to put M&S product front-of-mind during THE key seasonal moment in retail and we devised a campaign that utilised the the unveiling of the advert with an always-on Christmas press office running throughout the campaign. This brought to life the product through media relations, influencer partnerships, in-store events, and positioning spokespeople from suppliers to store managers as the local retail ‘barometer’ at Christmas.
Alongside product-focused elements, by bringing to life M&S’s commitment to the communities they serve, we were able to take the M&S story at Christmas beyond retail, and into local news outlets, highlighting opportunities to join the team, and how the brand supports local causes.
We heroed visual content to enable us to drive strong, image-led coverage that highlighted the product and people of M&S. By mapping the channels our audiences consume we were able to deliver a campaign that cut through the noise of Christmas.
Reconnecting with the bus
First Bus tasked Grayling with getting more bums on seats on its off-peak services in and around Leeds during the summer months.
Grayling identified key audience groups as young people and families, which comprises the future generations for bus usage, but the challenge was to dispel negative connotations we all associate with the bus. We needed a campaign that helped people to fall in love with bus travel again and to Discover What’s Possible by using the bus.
We set about utilising the desitnations along the routes as the drive to use mechanisms and brought those to life with a series of influencer challenges, making stars of local youngsters with live performances on buses and partnerships with local festivals and creating a raft of video content to flip the percption of the bus on its head.
Integrating into new communities
Exemplar Healthcare provides specialist care homes for adults with complex health needs. The business was growing rapidly and Grayling’s role was to support with the launches of new homes in order to integrate them into local communities.
The brief included a number of complexities, including tackling fear and myths around users of the care facilities within the immediate community and building relationships with key local stakeholders within an already established health system.
We provided a full community and stakeholder relations programme, which prioritised integration and relationships with key audiences. Usinglocal on the ground insight and detailed mapping of key stakeholders and organisations, we recommended a bespoke plan for each launch. Tactics included private briefings, home tours, school competitions, sponsorship of local initiatives and media and social activity designed to eduate.
The launch of a new restaurant usually means one thing – make a lot of noise, drive intrigue and get bums on seats. In an increasingly conscious world, it’s simply not enough for a big brand name to pop up in a community and expect the locals to flock.
We needed to launch YO!’s Speke restaurant in a way that shared the pro-environment values and community spirit of our immediate Liverpudlian audience but that was also true to the brand, ownable and unique. This led to a simple strategy to launch YO! Speke by speaking sustainably.
Tapping into local scouse sentiment, YO! brokered a value-exchange partnership with local up-and-coming organisation ChopValue who upcycle single-use chopsticks into beautifully designed products.
Working with ChopValue and Everton’s maned midfield maestro Tom Davies, we launched YO! in Speke with a unique dish – Scouse Sushi- with chopsticks and our ChopValue recycling stations front and centre of the campaign.
Media results went beyond expectations – landing nationally and regionally with key messaging aplenty, images and video used extensively and a sustained pipeline of influencer content created throughout.
Physical ChopValue recycling stations now feature throughout the branch, making Speke the first YO! location in the UK to be actively recycling its chopsticks.
What Our Clients Say
Grayling's capabilities, combined with our knowledge and internal buy-in, has taken us to a new level that we haven't achieved before and our leadership team have been very impressed.Steve Nendick, Marketing Communications Director, Cummins
Over the years the Grayling team has become a true extension of YPO. The blend of strategic and creative PR and Public Affairs work has helped us consistently secure fantastic coverage, mitigate risks, manage our reputation and profile and build long-lasting relationships with media and stakeholders, all geared to helping us meet our commercial objectives.Rachel Stothard, Head of Marketing, YPO
Grayling are very proactive, enthusiastic and creative in bringing new ideas and supporting us to bring them to life. They’re great at helping us to tap into new opportunities and are always looking to maximise impact.Katharine Carter, Archivist, M&S Company Archive