GP Global

A corporate brand consistency exercise

GP Global is a leading player in the oil industry, specialising in oil trading and bunkering, oil refining, grease manufacturing, oil storage terminals, bitumen manufacturing and shipping and logistics.

With multiple units under the umbrella company, Definition’s engineering PR team was asked to add a degree of brand consistency to its corporate image and raise awareness of the company’s integration across those divisions through the use of accurate reporting and coverage of its business developments

After conducting a media audit, we found that GP Global was known for particular products and services and not for others that were just as important to it.

Our campaign had to put GP Global back on the editorial agenda and we did this by identifying the top five media influencers in each sector: bunkering, refining, trading, shipping and storage.

As a result of a media roadshow during the first three months, we had developed the relationships that could be leveraged throughout the campaign.

The content-rich PR programme combined news opportunities and re-introducing and positioning the executive management team as industry leaders.


  • GP Global’s messages taken beyond trade media
  • Executive management placed within Power 50 leagues
  • Award winner for contribution to the industry

Furthermore, we successfully placed its executives as key note speakers at major conferences and secured them a selection of coveted awards for their contribution to the industry, all adding to the company’s brand recognition.

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