A&G lands Appalachian Mountain Club PR account

The agency will support efforts to expand the organisation's membership across generations

Independent agency Allen & Gerritsen (A&G) has been appointed public relations agency of record for the Appalachian Mountain Club (AMC) following a competitive review. The agency will support efforts to expand the organisation's membership across generations throughout the United States.

Founded in 1876, AMC is the oldest operating outdoor recreation and conservation organisation in the US. It has 11 chapters and more than 90,000 members across the Northeast, with a mission to improve access to outdoor recreation while protecting the environment.

Agency to support anniversary campaign

As AMC marks its 150th anniversary, the organisation is hosting a volunteer-led relay spanning more than 2,000 miles from Virginia to Maine. Running from mid-March to mid-September, the relay brings together hundreds of members and participants to hike, bike and paddle across the Appalachian region.

A&G said it will use the anniversary initiative to position AMC as both a long-standing steward of the outdoors and a destination for a new generation of outdoor enthusiasts.

Scarlet Batchelor, Chief Growth Officer, Appalachian Mountain Club: "AMC has been connecting people to the outdoors for 150 years, and there’s never been a more important time to grow that community. People are hungry for real-world connection and experiences that are as purposeful as they are fun. We chose A&G because they understand that the best marketing doesn’t interrupt a life well-lived — it becomes part of it. We’re excited to work with a team that can meet new audiences where they are and bring them into something bigger than themselves."

Campaign to build engagement

A&G said the appointment aligns with its experience developing campaigns centred on live events and social engagement for brands and destinations.

Eva Wasko, Senior Vice President and Head of PR, Allen & Gerritsen: "AMC’s clear environmental mission made them a uniquely meaningful partner for us. We are energized by the opportunity to make the brand even more essential to outdoorspeople by extending this real-life relay into an ongoing social experience."

www.a-g.com

www.outdoors.org

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