The Brief 

Accelya, the airline-first software provider, appointed Missive to increase brand awareness and share of voice in a competitive market dominated by larger, long-established technology providers.

The company required strategic support to improve its position as a thought-leader in airline retailing technology and the industry’s use of AI. Our goal was to drive visibility in tier-one travel trades and put Accelya’s perspective in front of the airline and travel technology decision makers that matter.

Accelya’s story combined deep airline software and finance expertise with a clear point of view on the industry’s shift toward Modern Airline Retailing, with NDC as the foundation and AI-enabled servicing. The opportunity was to turn that substance into a more visible, consistent industry narrative that resonated with airline and industry decision makers.

The Activity 

Working closely with the marketing and communications teams, we developed a strategic PR programme targeting key moments in the travel industry calendar. 

We identified opportunities to position Accelya's expertise in airline technology whilst building relationships with journalists across core travel and tech trades. Our integrated approach ensured consistent messaging that showcased the company's innovation and positioned Accelya as a leading voice in the conversations shaping airline technology.  

The Impact 

Our approach elevated Accelya’s media presence, delivering measurable impact across all key metrics. In less than three years we: 

• Delivered over 750 pieces of coverage in core travel and tech trades, including The Beat, Skift, PhocusWire, Business Travel News and Travel Weekly 
• Secured 19 interviews across core themes including NDC, Modern Airline Retailing and AI, each landing key messages as to how Accelya is supporting airlines, travel sellers and the travellers. 
• Took Accelya from fourth to first for share of voice against its three key competitors, increasing SOV from 5% to 35%