Making Tax Digital PR Campaign Drives 86M+ Reach for Accountex
In the lead-up to their flagship London event of 2025, Accountex partnered with Add People on a Digital PR campaign centred around Making Tax Digital.
Specifically, they wanted to spark a national conversation about Making Tax Digital, not just within accounting circles, but across wider business and mainstream press.
With the initial wave of MTD for Income Tax Self Assessment (ITSA) set to roll out in April 2026, they knew this was going to be a hot topic both for the press and at the Accountex London Event.
What the client said...
We’ve had the pleasure of working closely with Add People on our Accountex campaigns, and the results have been outstanding. Their expertise in digital PR has played a key role in significantly raising awareness of the event. From creative strategy to execution, their team has been proactive, professional, and truly collaborative throughout. The coverage and engagement we’ve achieved with their support have exceeded expectations. We’re grateful for their contribution and look forward to continuing our partnership.
The Goal?
To raise awareness, offer real value to accountants and bookkeepers, and position Accountex as a leading voice in the conversation, not just an event organiser, but as a partner to the industry during one of its biggest shake-ups in years.
They didn’t want fluffy event PR; they wanted meaningful coverage, insightful data, and a campaign that would leave a lasting impression. And that’s exactly what our team provided.
Our Strategy
Our Digital PR Team knew that if they wanted to make an impact, they had to go beyond standard PR. So, they built a campaign rooted in insight, relevance and real value.
First, they tapped into Accountex’s own network. By polling over 500 accountants and bookkeepers, they gathered fresh, first-hand data that gave us a clearer picture of the profession’s biggest concerns around MTD.
The results gave our team a strong news hook and proved that MTD wasn’t just a technical update; it was the issue keeping many accountants up at night.
To make sure the story carried weight, they backed up the data with expert commentary from trusted names in the sector, including HMRC and Sage, which helped frame Accountex as a credible, central voice in the conversation.
Our team then carefully pitched the piece to a mix of trade press and national business outlets, focusing on titles that accountants trust, but also ones that their clients and peers were likely to read too. This dual focus helped us broaden Accountex’s reach while still staying relevant to their core audience.
The end goal? Create a story that didn’t just promote an event, but offered timely, meaningful insight at a moment when the industry needed it most.
The Results
The campaign landed coverage across 18 publications, including industry leaders like Accountancy Age, Financial Accountant, and Glasscubes, as well as major national outlets like Yahoo News UK, NationalWorld and The Daily Express.
In total, the story reached a combined audience of over 86 million, with an average domain rating of 77, meaning it appeared on high-authority websites that search engines and real readers trust.
From an SEO perspective, the campaign delivered 7 backlinks directly to Accountex, including 4 keyword-rich anchor texts, giving their website long-term search value as well as short-term visibility.
The tone across the coverage was overwhelmingly positive, with editors picking up on the data-led nature of the story and the urgency around MTD. The campaign also helped kickstart wider conversations online around how ready the industry really is for the changes, which played perfectly into the overall goal of being seen as a leader in this space.
Put simply: the campaign didn’t just raise awareness, it added to the national conversation, gave something for industry leaders and professionals something to think about and positioned Accountex exactly where they wanted to be.
Learn more about our Digital PR services for campaigns like this one.