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Helping our partners connect with audiences is at the heart of communications – simplifying often complex information in ways that make it accessible to more people. This is especially true in the technology sector, where the impact of transformative changes can feel out of reach to those outside the industry.
A recent example was a paper released by Fire on the Hill partner, Amadeus.
From DCS to Delivery explored how modern delivery management systems can revolutionize airline operations and enhance the traveler experience. For those in the know, this represents a major shift, essentially a complete overhaul of the technology that underpins many airline functions.
Passengers, who simply want a plane to take off on time, may not understand the changes underway or what they mean for future journeys. This is where Fire on the Hill plays a vital role.
Developing a strategy
When we helped to launch the report, we worked to explain these significant – but often overlooked – changes in aviation technology, focusing on how airlines are moving from legacy ‘departure control systems’ to modern ‘delivery management systems’.
This decade-long, behind-the-scenes shift has huge implications for the industry and affects every passenger – and that’s where storytelling becomes essential.
First, we worked with Amadeus to clarify the vision for delivery management, articulating how it benefits the industry. Then, we brought the idea to life through business-to-consumer storytelling, showing how the passenger journey is being reshaped.
From a business-to-business perspective, we positioned delivery management systems as critical for airlines to track and fulfil ‘Orders’ in real-time, enabling personalized retail and service opportunities. Combined with biometric identity, these systems promise smoother, more efficient travel.
What does this mean from the consumer angle, for passengers? In future traditional check-in processes could become optional, replaced by a digital ‘journey pass’ that stays with travelers from start to finish. Passengers will arrive at the airport ‘ready to fly,’ drop their bags, go straight to security and pass through each stage using only their faces.
That’s a change everyone can grasp. Suddenly, a technical evolution becomes relevant to a much broader audience.
The story combined a global angle with everyday relevance: how we move through airports is changing. The appeal of a frictionless travel experience is clear, especially when it means no more rummaging for phones or passports. While some concerns were raised around privacy, Amadeus reassured the public that biometric data is deleted just 15 seconds after use.
How did we launch?
We developed a wide range of campaign materials for an integrated global launch.
The campaign debuted at Passenger Terminal Expo in Madrid – the world’s largest airport-focused conference – where Amadeus demoed key elements of the technology. We secured in-person trade media interviews and supported journalists with clear, timely commentary, alongside Amadeus spokespeople.
We also coordinated a global roll-out through Amadeus’ agency network, managing UK, US, and international media directly, with a strong focus on consumer storytelling to drive maximum reach. We also ran the organic social campaign and managed content across key LinkedIn profiles.
Flagship coverage included interviews with The Times, Sky News, and The Independent. We continued the story with follow-up content that expanded on the theme, marking this as the first campaign to truly explain the transformative potential of delivery management systems.
What were the results?
Our efforts resulted in extensive mainstream coverage that travel tech rarely attracts – from The Guardian to Fox News, and the New York Post.
Topics like the elimination of boarding passes, streamlined journeys and faster airport navigation struck a chord. The story was picked up over hundreds of times, reaching a global audience of billions. We secured hundreds of unique articles including hits in national and business outlets such as Forbes, The Sun, MSN, Hindustan Times, and Times of India.
This success was rooted in our strategic sell-in approach. By pairing business-to-business depth with relatable business-to-consumer benefits, we captured national media attention. Headlines like ‘The end of check-in’ and ‘No more boarding passes’ brought the story to life for everyday travelers.
The role of social media
While not purely a PR effort, the social campaign extended the story’s reach and lifespan – generating high engagement and organic traction. We broke the changes into individual moments across the passenger journey and explained each in simple, shareable posts. The result was record engagement across Amadeus channels.
What was most rewarding, however, were the responses from target customers.
One example: United Airlines – one of the last major carriers still running its own IT and a top commercial target – commented directly on our LinkedIn post. Their lead architect praised the report, validating our storytelling approach and reinforcing the case for modern delivery systems.
Image: Arshad Pooloo / Unsplash
