Conferma

Conferma wanted to strengthen its position as a category leader in a competitive payments market, where technical capability alone does not guarantee visibility. Virtual cards are now central to corporate travel, yet the industry lacked a shared benchmark for understanding hotel payment performance. The opportunity was to turn that proprietary data into a media asset. The Virtual Card Performance Index (VPI) gave us a industry reference point to lead conversations with travel buyers, hotels and payment partners, while demonstrating its view across the wider corporate travel payments ecosystem.

We built the campaign around the VPI to position it as an industry benchmark for hotel payment performance. GBTA North America provided a launch window. We aligned PR, content, and paid activity around the VPI to reach customers, prospects, and media while attention on business travel payments was high. Ahead of the launch, we delivered bespoke media training for the CEO and CPO, focused on the VPI narrative, and likely lines of questioning. At GBTA, we secured three media briefings with T1trade titles, taking it directly to journalists shaping industry conversations.The story travelled beyond the event; coverage across business travel, fintech, payments, and hospitality extended the VPI into the sectors most relevant to their commercial audience. The launch established the VPI as a platform for continued industry discussion, while giving Conferma a strong share of the competitive conversation during launch week.