Building a New Cybersecurity Category Through Strategic Media Relations
Matrix PR played a central role in establishing a distinct identity and long-term positioning for Acronis, supporting the company’s rapid global scale and valuation growth.
Through a tightly aligned communications and marketing approach, we helped Acronis achieve record revenue performance and exceed lead-generation targets. This was achieved by shaping a new category narrative around Cyber Protection and using sports partnerships as a clear, differentiating brand lever in a crowded cybersecurity market.
We co-created four core objectives spanning business growth and communications impact:
Establish the UAE and broader Middle East as strategic growth markets for Acronis.
Support lead generation through integrated marketing and PR activities.
Popularize and anchor the Cyber Protection category introduced in 2021.
Highlight diversity and inclusion by elevating women in technology across the region.
An oversaturated cybersecurity market, with cyber protection still emerging as a distinct category in the media and among analysts.
The need to use PR not only for visibility but also to support valuation growth and direct lead generation.
An industry perception of being predominantly male-driven and male-led.
Limited differentiation across cybersecurity brands, with most competitors communicating similar messages and value propositions.
Most cybersecurity brands relied on the same channels and tactics to generate leads.
A strongly male-dominated technology landscape, with minimal visibility for women in tech and cybersecurity.
Audience insights revealed that sports represented a powerful and underutilized brand differentiator.
Internal research also identified Acronis’ partnership with Airspeeder as a unique asset that could bridge technology, innovation, and high-performance sport.
We developed three integrated, data-driven media relations strategies to support Acronis’ communications and business objectives:
Flying Car, Media Partnerships, and Events for Lead Generation
Lead the Conversation on Diversity and Equality in the Technology Industry
Employ Sports and the Creation of a New Category for a Distinct Identity
* Matrix PR established “Cyber Protection” as a core media narrative and ensured Acronis was consistently referenced as a Cyber Protection expert.
* The team proactively secured media opportunities by positioning Acronis spokespeople on trending topics, including cybersecurity, Metaverse-related risks, and data protection.
* Acronis was featured regularly in technology and cybersecurity coverage, with timely commentary aligned to breaking news across government, business, and the economy to reinforce thought leadership.
* Matrix PR provided research-backed, fast-response, bilingual commentary to media across a broad range of technology and business topics.
* Key spokespeople were positioned through targeted interview opportunities with regional and international media.
* The team secured recurring columns on leading technology platforms, publishing exclusive bylined content on topics such as SME security, green technology, and smart cities.
* Matrix PR secured media engagements and interviews at GISEC, GITEX, and the Acronis Cyber Summit, supported by coordinated pre- and post-event coverage.
* Airspeeder was showcased at GITEX with Etisalat as the world’s first flying race car, strengthening the sports-led differentiation strategy.
* Additional sports-led opportunities were identified to support new client acquisition, including initiatives linked to IPL and the Celebrity Football Cup.
* Targeted lead generation campaigns were executed with key media partners.
* A media football match featuring Pablo Zabaleta was organized ahead of the Acronis Cyber Summit to reinforce the sports connection and drive engagement.
A 149.87% increase in media placements compared to the previous year.
Acronis’ valuation tripled to $3.5 billion.
Acronis received more than 20 industry awards.
Appointment of a new General Manager for the Middle East market and a 90% increase in regional staff.
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