Rat Race

Securing dedicated review-led coverage to spotlight the standout bucket list adventures and test pilots Rat Race offer worldwide

Rat Race is a leading adventure events company headquartered in York.

As part of our brief, we have been engaging with top tier national and consumer media contacts to review and experience Rat Race’s bucket list adventures, resulting in dedicated, messaging rich features highlighting their unique experiences.

Highlights from our work include setting up a journalist from the Financial Times to travel to Outer Mongolia to take part in a 100-mile journey across a frozen lake for a 1700-word, double-page review in the highly coveted travel section, both in print and online. Described as ‘the most surreal, audacious and hauntingly beautiful adventure challenges known to man’, the Mongol 100 is just one of many once-in-a-lifetime events that represent Rat Race’s ethos of ‘offering extraordinary adventures for regular folks.’

A unique opportunity Rat Race provides is allowing everyday people to become a test pilot, helping Rat Race blaze the trail on brand new, never-been-done journeys before they become fully fledged adventures. A recent example includes a 10-day journey in July 2024 to one of the most remote locations in the world: Bikini Atoll in the Marshall Islands.

Positioning the adventure as a true world-first, we secured coverage within the travel pages in leading national titles The Telegraph and iNews in both print and online, offering the test pilot pioneers for interview to discuss how they are some of the only people to have explored Bikini Atoll since its evacuation in 1946 when it was a nuclear testing site, and their love for adventure that Rat Race has enabled them to experience in a way no events company has offered before.

Another key message we have delivered through our PR activity is how Rat Race offers some of the most accessible and inclusive adventures in the industry.

Selling out in just 3 hours, Rat Race recently launched a new touring 100-mile ultramarathon adventure that received a significant 35% female sign up for the first July 2025 event, making the number of women participating as one of the biggest in the market, double the amount competitors such as UTMB Snowdon tend to receive.

To express how Rat Race is leading the way when it comes to getting more women into adventure and ultra-running, we have profiled Head of Expeditions Abbi Naylor in national and consumer titles including the Express Online and we have also gifted leading lifestyle influencers such as Flora Beverley with a chance to experience a Rat Race event in exchange for detailed vlog and Instagram-led social content, showcasing to an engaged audience that adventure is out there for everyone.

We have also secured a breadth of business profiling coverage to highlight Rat Race’s growth trajectory, including features in the likes of City AM, Business Leader, and the award-winning Sound Advice: Entrepreneurs Unfiltered podcast. Supporting the inspiring husband and wife-duo founder story Jim and Danielle Mee have to share, which explores their shared love for travel and how they’ve transformed their passions into a thriving international events business.