LONDON — AllTrails, the digital guide to hiking trails and outdoor activity, has appointed two agencies in Europe, as the brand looks to grow its global community.

Praytell has been appointed to direct activity in the UK, working alongside Jin, which will drive PR efforts in France and Germany. The two agencies will work as an integrated team on earned-first creative, proactive and reactive media relations, as well as strategic counsel.

AllTrails head of communications Meaghan Praznik said: “AllTrails exists to help connect people to the outdoors by giving them the information and confidence to explore nature around them. This partnership bolsters our efforts to connect people to trails, parks and greenspaces across Europe; Praytell and Jin’s trusted expertise in the outdoor, health, wellness, and lifestyle space will be invaluable as we work to welcome more people around the world into the AllTrails community.”

The appointments come as AllTrails, whose app has been downloaded more than 40 million times globally, saw a 200% year-over-year increase in trail activity in Europe in 2021. The app includes trails and maps for hiking, mountain biking, climbing, camping and snowsports.

Praytell business director and UK lead James Bunting, who joined the agency last year from Hope&Glory, said: “As we continue to grow in the UK, it’s a joy to collaborate with ambitious partners such as AllTrails. Its values-based vision, best-in-class product and passionate community will bring out the best of both agencies and make for a very exciting year ahead.”

At Jin, head of international PR and Germany general manager Anja Timme added: “We are excited to include a brand as empowering and visionary as AllTrails in our client roster. We are glad to be partnering with Praytell, while implementing our core competencies in digital communication and PR to impact and further grow AllTrails’ passionate global community in Germany and France.”