Highland Kings Ultra

Highland Kings Ultra


We were approached by wilderness experience organiser Primal Adventures to promote a luxury ultramarathon to high-net-worth individuals – initially UK residents before being expanded internationally – and help to secure bookings for the event. 


Each year we have invited leading journalists from three of the UK’s most prominent news outlets to a preview weekend in the Scottish Highlands to experience first-hand what the event will entail. 

We also drafted an array of content, including press releases to announce successive launches, showcase the event’s luxurious elements to potential athletes, developed newsworthy feature concepts to assist in event awareness and submitted exclusive copy to outlets focusing on luxury. 


Over the last 16 months, we have secured 176 articles in some of the world’s most affluent and popular publications, including the Financial Times, BBC News, Tatler, City AM, The Times, Sky Sports, Daily Mail and Runner’s World. 

A large number of high-profile international media also featured the event, including GQ Australia, Business Insider and US title CNA Luxury. 

To date, the ongoing campaign also directly led to bookings worth more than £248,000. 

Rebecca Silva, director of Highland Kings: 

“We couldn’t have dreamed of the start we had for the event – and that was all down to the incredible PR from the team at Sway PR. 

From the word go, the team set clear strategy and delivered with quality media coverage starting in the UK, and then around the world.”  

  • Project Title Launch of the Highland Kings Ultra run
  • Category Media relations and communications strategy
  • Client Details Highland Kings Ultra
  • Project Link www.highland-kings.com
  • Project Type Event media relations