Communication Campaign
for Room Mate Hotels

Room Mate Hotels is a design hotel chain founded and chaired by Enrique Sarasola. The philosophy behind this company is that the best way to travel is by visiting friends and staying at their places. Meticulous design, excellent location, and the best value for money in the market are applicable to the Room Mate universe.

Goal: To position the company and its owner as innovative leaders in the hotel industry.

Communications mix:

  • One-to-one meetings with journalists.
  • Press briefings.
  • Interview negotiation with the press.
  • Press releases.
  • Hotel grand openings.

The programme implementation was co-ordinated with Room Mate in-house communications department and its network of international PR agencies.

Results: Through corporate communications solely Room Mate Hotels has become one of Spain’s beloved brands with extensive recognition of both the chain and its founder.

Lobbying for the venture
capital industry

EVCA is the European Private Equity and Venture Capital Association. It was created in 1983 and it is headquartered in Brussels. Its goal is to promote, facilitate and represent the interests and needs of the investment capital and venture capital sectors in Europe.

Goal: To lobby on behalf of the venture capital industry.

Communications mix:

  • One-to-one briefings with key journalists.
  • Opinion articles in financial and national press.
  • Meetings with political groups and business associations.
  • Press releases.
  • Design of a specific website.

Results: Reinforcement of the message that venture capital is an activity which creates wealth and employment. Venture capital was also positioned as one of the driving forces of the economic recovery in Europe.

Willis strategic
positioning

Willis is one of the main insurance brokers in the world, with offices in 120 countries. With more than 190 years of history, it has outstanding experience in several industries and sectors, such as energy, building, environment, employee remuneration, civil responsibility, health, credit and security, mergers and acquisitions, public administration, engineering, and public health.

Goal: To become a reference point for the media in the Spanish market and to strategically position the company’s business lines.

Communications mix:

  • One-to-one meetings with journalists.
  • Interview negotiation with the press.
  • Drafting of opinion articles.
  • Report production & distribution.
  • Press releases.
  • Regional road shows.

Results: Willis Iberia was positioned as one of the most prestigious and innovative insurance brokers in the local market.

Positioning of Allianz Global Investors

In 2008 Allianz Global Investors, one of the biggest and most specialised asset management companies in the world, opened an office in Spain. The local market was already a mature one, that is why it was essential to create a strategic positioning for the firm.

Goal: To position Allianz Global Investors as one of the biggest asset management groups in the world; to raise the media profile of its MD in Spain; and to promote its fund management know-how.

Communications mix:

  • One-to-one meetings with financial and specialist media.
  • Interview negotiation with the press.
  • Drafting of opinion articles.
  • Report production & distribution.
  • Press releases.

Results: Allianz Global Investors was positioned in the Spanish media as one of the most relevant players in the industry.

Launch of
AlhóndigaBilbao

The French designer Philippe Starck has carried out in Spain one of his most remarkable projects: the restoration of the Alhóndiga in Bilbao. The renovation of the building, dating from 1909, was commissioned by the Bilbao city council in order to transform it in the latest cultural landmark and tourist attraction of the city.

Goal: Project launch, grand opening and media positioning of AlhóndigaBilbao as the city’s latest landmark.

  • Communications mix:One-to-one briefings with national and international media.
  • Interview negotiation with the press.
  • Press kits and collateral.
  • Co-ordination of international media efforts.

The programme implementation was co-ordinated with AlhóndigaBilbao in-house communications department.

Results: AlhóndigaBilbao has become the flagship project of the city council and one of the most famous landmarks in Bilbao.