We made AllTrails the centre of the UK’s outdoor conversation.
AllTrails tapped Praytell to own the UK outdoor conversation through targeted media, trend-led pitching, and immersive trips. Following success in the UK, the program is now replicated in Australia and the US.
Overview
What if getting outside was less about the gear and more about the story?
Our approach
We built messaging pillars across accessibility, wellbeing, innovation, and outdoor culture. These were tailored to lifestyle, tech, national, and regional media to create a a hard-working newsroom delivering year-round coverage via data storytelling, newsjacking, expert commentary, and immersive press trips.
The results
Over three years, AllTrails has grown its media presence with 1,200+ UK placements, 60 top-tier journalists hosted on immersive trips. It also drove 166% membership growth, earning Apple’s iPhone App of the Year and Fast Company’s “Brands That Matter,” cementing its leadership in the outdoors space.
