The brief involves promoting British casinos as leisure and entertainment destinations for UK natives and international visitors as well as engaging with the Government.
Grayling is working on a rolling contract to help deliver the five-year plan. NCF had previously used Tetra Strategy to help with lobbying.
Richard Jukes, public affairs managing director at Grayling, and Zaiba Malik, corporate PR director, will head up the account.
Tracy Damestani, chief executive of the NCF, said that Grayling's integrated plan and strong media and government relationships were the clinching factors.
Damestani said: "This is an exciting time for the casino industry and we look forward to achieving recognition and better understanding among the wider public."
Jukes said the plan was to have the industry recognised as a significant part of mainstream entertainment in the UK: "We will be working to push legislative change and promote the NCF’s positive agenda for a well regulated, socially responsible and economically sustainable industry."