BACANA Communications

BACANA Communications is a public relations and communications agency based in Madrid, Spain, with a particular strength in lifestyle, real estate, tourism, and gastronomy campaigns. Founded in 1996, the agency has built a reputation for combining traditional press office management with modern digital marketing, serving clients who need to connect with Spanish and international audiences. With a team of about 15-19 employees, BACANA Communications operates from its headquarters at 31 Calle de Fernando VI in Madrid, offering a blend of media relations, event organization, and content creation that reflects the city's dynamic business environment.

Specialist Expertise in Lifestyle and Real Estate

BACANA Communications has developed notable expertise in sectors that rely heavily on visual storytelling and brand perception. In real estate and tourism, the agency helps developers, hotel groups, and lifestyle brands build visibility through targeted press coverage and influencer partnerships. Their work often involves positioning properties or destinations in a way that appeals to both domestic and international buyers or travelers, leveraging Madrid's status as a European hub. The agency’s approach combines traditional gabinete de prensa (press office) services with modern tactics like SEO, SEM, and social media management, ensuring clients are visible across search engines and social platforms. This dual focus on earned and paid media is especially relevant for brands in the competitive Spanish market, where trust and reputation are key.

How They Apply Their Approach

BACANA Communications applies its integrated model by starting with brand communication strategy, then layering in content creation, graphic design, and video production. For a typical client, the agency might manage media relations to secure coverage in Spanish lifestyle or business publications, while simultaneously running a digital campaign that includes newsletters, web design, and performance measurement. Their use of influencers and partnerships is tailored to each brand's target audience, often focusing on micro-influencers with strong local followings. The agency also emphasizes corporate social responsibility (CSR) communications, helping clients tell stories about sustainability or community impact. This comprehensive suite of services allows BACANA Communications to act as a single point of contact for clients who need both traditional PR and digital marketing, reducing the complexity of managing multiple agencies.

Core Services and Capabilities

BACANA Communications offers a range of services that span public relations, digital marketing, and creative production. Based on their keywords and industry focus, the agency likely provides the following:

• Press office management (gabinete de prensa) and media relations
• Event organization and product launches
• Digital marketing including SEO, SEM, and social media management
• Content creation, including photography, video production, and graphic design
• Branding and brand communication strategy
• Influencer marketing and partnership development
• Newsletter creation and email marketing
• Web design and performance measurement
• Corporate social responsibility (CSR) communications
• B2B and gastronomy campaigns

This mix of services positions BACANA Communications as a full-service agency that can handle both the strategic and tactical sides of communications. Their longevity in the market suggests they have established relationships with Spanish media outlets and a deep understanding of local consumer behavior.

Who They Work With

BACANA Communications is a good fit for mid-sized to large companies in the real estate, tourism, and lifestyle sectors that need a partner to manage both PR and digital marketing. The agency’s experience with product launches and event organization also makes it suitable for brands introducing new offerings to the Spanish market. While the agency has some connections to the United States, its primary strength lies in the Spanish market, making it ideal for international companies looking to establish a presence in Spain or for local brands seeking to expand their reach. Clients who value a single-agency model—where press relations, content creation, and digital performance are managed cohesively—will find BACANA Communications’ integrated approach appealing. The agency’s partnership of Cristina Aguilar Azaola and Irene Aguilar provides continuity and strategic oversight, which is particularly valuable for long-term brand building. For any company in Madrid or beyond that needs a communications partner with a proven track record in lifestyle and real estate, BACANA Communications offers a practical, results-oriented solution.