As AllTrails sought to accelerate global growth, Praytell was appointed as the retained agency to strengthen brand visibility and build cultural relevance, at first in the UK, then the US and Australia as well. The team built a global newsroom that scaled data storytelling, provided expert commentary with physicians and public lands leaders, and reacted quickly to trends through newsjacking.
They also developed partnerships, including the Global Nature Study and an experiential collaboration with Unyoked, which generated 6K applications to take part, and more than 180 pieces of media coverage. Additionally, they launched a global programme of immersive outdoor media experiences anchored in wellbeing, accessibility and outdoor culture. This expanded rapidly from two in the UK to eight hosted trips within a year, across the three markets. The PR programme has played a clear role in driving growth, with more than 1,200 pieces of media coverage, totalling 15.2 billion impressions.
