BTA_ | Siren Comms_

BTA_GTMC rebrands to Business Travel Association

the brief_

Siren Comms led the media campaign for the BTA (formerly known as GTMC) rebrand, which was announced at its annual Overseas Conference, this time held in Noordwijk in early July. The new name underlines the association’s unique position in the business travel industry and better reflects the activity it undertakes on behalf of its diverse range of TMC members and their clients, partners and industry associates. 


In addition to conveying the key messages to the media onsite, Siren also was in charge of the social media transition on Twitter and LinkedIn during the hard launch at the conference on day two.

the approach_

The team started working with Buying Business Travel one month before, in June, to produce a full page column in which explained the association’s new positioning in depth. This column was under embargo until the new image was announced on 2 July to the delegates in the audience.


Onsite, Siren organised a media briefing with the journalists attending, in which the CEO and members of the board explained the reasoning behind the new brand and its positioning. An added news angle was also the appointment of the new chairperson, also announced at the conference, which reinforced the association’s renewed scope of work and direction.


A release announcing the new brand was then issued to wider industry publications.

as seen in_

the result_

Following the week-long conference and the media campaign around it, the team achieved 15 pieces of coverage in all the key media targets for the business travel sector such as The Business Travel Magazine, Buying Business Travel and Travel Weekly, to name a few. These pieces contributed to a total reach of over 7 million and an AVE of over £105k. 

Total reach

Pieces of coverage

Media value (£)