The self-styled “toughest event on the planet” has hired Frank PR to build its brand in the UK.
Tough Mudder, a ten- to 12-mile run incorporating military-style obstacles, called in the agency after staging its first event in the UK last year.
The brainchild of Englishmen Will Dean and Guy Livingstone has firmly established itself in America and Australia. This year, Tough Mudder will double its events in the UK to six, starting with the “London North” event on May 4-5.
The organization has charged Frank with promoting the events, driving awareness, and creating further buzz and excitement around the brand.
PHA Media previously handled the UK launch of the obstacle course designed by British Special Forces.
The account will be led by Andrew Bloch, group MD and founder of Frank. The agency will report to Carol Gottshall, PR manager in the US, and Sarah Harvey, VP in the UK.
“As the brand grows in the UK, we wanted to appoint an agency that can not only drive sign-ups and create further awareness, but also fits our key brand values of teamwork and camaraderie,” said Ashley Pinakiewicz, Tough Mudder's director of communications.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.