North American outdoor and lifestyle PR agency enters Australian market

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Boutique outdoor and active lifestyle PR agency, OutsidePR (OPR), has officially entered the Australian market to serve as a bridge for Australian and New Zealand brands wanting to head to the north, and vice versa.

The move comes after the agency identified a market gap resulting from increasing awareness and popularity surrounding active outdoor activities, sport, business and travel within the ANZ region. Moving forward, the agency will help Australian, New Zealand and North American clients enter and expand their presences into the aforementioned markets.

Michelle Bates, agency director and founder of content agency, The Outsiders – who also completed a 12-year stint at stratup, technology and scaleup comms agency Bango PR – has been selected to co-lead OutsidePR’s operations down under as its public relations director.

Bates will work alongside OPR’s president Jess Fiaschetti to help bolster the team, deliver PR support for OPR and content creation support via The Outsiders.

“We’ve been watching the rapidly growing outdoor, travel, and lifestyle brands in the ANZ region for many years, with a vested interest,” said Fiaschetti.

“This move aligns perfectly with our mission to support brand growth, expand outdoor access, and diversify the industry.

“Partnering with Michelle, who brings deep local market knowledge, allows us to see our dream to fruition of supporting Australian, New Zealand and North American brands in complementary markets.”

For Bates, the landscapes of Australia and its neighbour are the perfect stages for impactful storytelling, particularly for high-energy brands interested in outdoor activities.

“Australia and New Zealand boast some of the world’s top adventurers and outdoor pioneers. With the growing interest in outdoor activities, there are significant opportunities for both local and global brands to engage meaningfully and enhance their visibility,” Bates said.

“The stunning landscapes of Australia and New Zealand offer perfect backdrops for storytelling, a prospect we’re eager to support. Leveraging the vibrant talent pool in Australia, alongside OutsidePR’s extensive experience and reach, presents a unique opportunity for brands to connect.”

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