HIGHLANDER, the world’s first global long-distance hiking event series, has appointed leading PR agency The PHA Group with a press office brief that spans event promotion, journalist and influencer engagement, as it launches into the UK for the first time this year.
Founded in Croatia in 2017 when a couple of enthusiasts decided to share their love and passion for long-distance hiking, HIGHLANDER has grown to become a worldwide adventure series, hosting more than 40 events across 20 different countries, all with the mission of helping people further immerse themselves in the great outdoors.
From the 5th – 9th of July, the Lake District, England’s largest national park and a world heritage site, will serve as the inaugural UK location for the internationally acclaimed event series.
As a long-distance hiking event that provides participants with all the necessary logistics and an unforgettable hiking route, alongside an inspiring programme of activities from music to yoga, workshops and more, the event is designed to unite people through a shared journey where even perfect strangers cheer each other on, often resulting in lifelong friendships.
Continuing its expansion across the globe, The PHA Group’s Sport and Fitness division will be raising awareness of the event across the UK’s media and influencer landscape.
Commenting on the appointment, Jurica Barac, CEO of HIGHLANDER explains:
“Upon engaging with The PHA Group, we were immediately impressed by their intuition and resources. They have impressive experience working across the mass participation, outdoors and adventure sectors, and this coupled with the fact that they understood exactly what kind of exposure we need to guide us along the way, meant it was a complete no-brainer to work with The PHA Group.”
Tom Inskip, Head of Sport & Fitness at The PHA Group, comments:
“We are thrilled to be working with HIGHLANDER to support their expansion into the UK. As such an exciting global concept, their hiking adventures provide a unique and inspiring vehicle towards enhanced physical and mental wellbeing.
As one-of-a-kind experiences, we’re excited to showcase their events as Adventures of a Lifetime across the national, consumer, travel, outdoor, fitness, business and social media landscape.”
You can find out more about HIGHLANDER Lake District here: https://highlanderadventure.com/en-us/lake-district