[BOSTON, MA – July 13, 2026] Northeast‑based independent agency Allen & Gerritsen (A&G) has been named Public Relations Agency of Record for Appalachian Mountain Club (AMC), the oldest operating outdoor and recreation conservation organization in the U.S., following a competitive review. A&G will help expand AMC’s membership across generations nationwide.
Founded in 1876 to promote mountain exploration, AMC has grown to 11 chapters and more than 90,000 members throughout the Northeast, all committed to making outdoor recreation accessible while protecting the environment. To mark its 150th anniversary, AMC is staging a historic, volunteer-led relay that will stretch over 2,000 miles from Virginia to Maine. The relay kicked off mid-March and will continue through mid-September, bringing together hundreds of members and participants to hike, bike and paddle across the Appalachian region.
A&G plans to use the event as a centerpiece in positioning AMC as both a historical steward of the outdoors and a modern brand for adventure‑driven, mission‑minded consumers.
“AMC has been connecting people to the outdoors for 150 years, and there’s never been a more important time to grow that community,” said Scarlet Batchelor, chief growth officer at AMC. “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.”
For A&G, the account is a natural fit. The agency routinely elevates destinations with social experiences and crafts PR-inspired marketing campaigns with central activations in the physical world. Dunkin’ took over a town. Visit Philadelphia set the record for Drag Queen Storytime Hour. Massport gave weary holiday travelers gifts on their baggage claim items during the Thanksgiving travel rush. The events trigger enormous social media interaction.
“AMC’s clear environmental mission made them a uniquely meaningful partner for us,” said Eva Wasko, SVP and Head of PR at A&G. “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.”
