5WPR’s Lifestyle Team adds HIGHLANDER Hiking Club to its roster

5W Public Relations, one of the largest independently-owned PR firms in the U.S., announced that it has been selected as the public relations Agency of Record for the world’s largest hiking club, HIGHLANDER.

As Agency of Record, 5W will oversee HIGHLANDER’s comprehensive strategic communications program, including media relations and events, measurement and reporting, organic influencer relations, and thought leadership.

What 5WPR offers

5WPR and HIGHLANDER will work together to coordinate exciting new hiking events to further expand within the adventure space.

HIGHLANDER is dedicated to providing transformative adventures and hiking experiences across the globe, and furthering its commitment to sustainability by following the Responsible Stewardship ethics.

Throughout each event, all participants are educated on effective nature preservation and safekeeping. In addition to focusing on taking care of ecology, the brand also aims to support a physically and mentally healthy lifestyle for beginners and experienced hikers.

HIGHLANDER joins 5WPR’s lifestyle division, which works with a wide array of consumer-focused events and experiences. The division includes clients such as Luna Park, Circle Line, Emerald X, AdColor, and more.

HIGHLANDER executives’ thoughts

“HIGHLANDER is an exciting new addition to our experiential client roster – it offers an immersive, one-of-a-kind experience for adventure and nature enthusiasts, blending scenic landscapes with physical and mental tests while sharing in 5W’s ongoing commitment to sustainability,” said 5WPR co-CEO Dara Busch.

“We are eager to help propel HIGHLANDER to new heights and help the brand do the same for its growing base of hikers.”

Jurica Barac, CEO of HIGHLANDER
Jurica Barac, CEO of HIGHLANDER

“We have waited for a long time to come to the US, and our dream has finally come true. We want to give people the most unique experience in nature and educate them on living sustainably, not just on the mountain but in everyday life as well,” said HIGHLANDER CEO Jurica Barac.

“Our events are produced at the highest level possible when it comes to professionalism and organization, and we like to partner up and collaborate with companies and individuals that share the same values and goals.

“That was one of the reasons why we have partnered up with 5WPR so that together we can reach as many people as possible and, hopefully, improve their lives.”

5W Public Relations’ Lifestyle division utilizes a vast variety of communications tactics with tenacity to deliver top-tier results. 5W clients are taken to the next level within the consumer market, gaining brand recognition and public interest.