Putting AllTrails on the map in the UK

Built a year-round PR engine that puts AllTrails at the centre of the UK’s outdoor conversation.

Overview

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.

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.

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.

1,200+ UK earned media placements

15.2B earned impressions

60+ top tier media hosted

166% member growth

Kindred

Spearheaded a six-month PR sprint making Kindred the go-to alternative for UK travellers seeking stylish, design-forward escapes—home or away.

View Project

Native Instruments

Praytell launched Native Instruments’ thought leadership program, spotlighting partnerships with emerging and award-winning artists, designers, and creators.