The "Trek" of a Lifetime: Q&A with Amy Tew

Amy Tew , VP and Strategic Communications Specialist, has been with Ketchum for almost three years and has a commitment to the client accounts she works on. This impressive commitment is what lead Amy to participate in the 2023 Fjällräven Classic through the Colorado Rockies!

The Fjällräven Classic originated in Northern Sweden 18 years ago, with the goal of giving people the opportunity to experience and connect with nature. This "trek" includes a 3-day journey through various terrains carrying only what can fit in a backpack. After many successful Classics this #brandedexperience has expanded to various countries, including the Classic USA which takes participants on a trail through the Colorado Rockies.

Check out this Q&A with Amy discussing her work on the Fjällräven account, experience participating in the Classic, what inspired her to sign up and advice for others who may be interested in participating!

What role do you play on the Fjällräven account?

I lead the account as Client Director and support the account team across earned media relations efforts.  

When did you first learn about these treks? 

I learned about the Classic before I started working on the account from a friend who always wanted to participate but never scored a coveted spot on the trek. The concept sounded so interesting to me, especially since the U.S. event took place in my “backyard” (the Colorado Rockies), and I initially registered through the brand to participate as general consumer. A few years later, when I got asked to lead the account, I knew I would finally get to be my chance to experience Classic as part of the media group we host each year.

How did Ketchum support the Trek as an agency partner?

Ketchum is Fjällräven’s AOR (agency of record) and we handle all media components of the Fjällräven Classic U.S. trek. This means outreaching and securing the media attendees, planning and executing their full itinerary and travel, prepping the participants for the trek, and then joining them on the experience. We work in close collaboration with the #brandteam to organize all aspects of the media’s experience. 

What inspired you to participate in the treks? 

I’ve always enjoyed hiking and being outdoors in nature. My husband and I clocked hundreds of miles over the last 12 years, from Israel to Los Angeles, San Diego to San Jacinto and now so close to home in the Colorado Rockies. This particular trek was special because this was my first backpacking and hiking adventure since welcoming our first child. For a long time, my sense of self was put on the back burner so that I could dive fully into my new (and favorite) role of mom to my little dude. Getting to participate in the Classic reignited my passion for being in the outdoors, gave me peace in soaking up the beauty that surrounded me, and allowed me time to be with my thoughts or just relish in the silence. Joining the Classic wasn’t just something I did for “work”, it was something I did for myself.  

What makes these treks so special? 

Every year Fjällräven hosts a series of treks all around the world. What started in Sweden in 2005 has now expanded to Denmark, Germany, Korea, the UK, and the U.S., with more Classics to come. Fjällräven Classic is not a competition or a race, but a chance to be with other hikers and enjoy the trek of a lifetime. The retailer doesn’t use this experience to push their product as a sales moment, rather it’s all about #brandethos, discovering trekking the Fjällräven way, on nature’s terms – carrying our own equipment, setting up our own tent, cooking our own (dehydrated) food and walking at your own pace with a community of other trekkers. 

This particular Classic had a group of 200 participants, including our group of six incredible media, plus several members of the brand. The group headed out on a three-day backpacking journey through the stunning Colorado mountains to trek nearly 36 miles and endure over 3200 ft. in elevation gain over the course of the trek.  

As a communication expert, what impact do you think these treks have on the Fjällräven brand? 

Classic is the perfect way to live the brand. Fjällräven is all about authenticity and encouraging people to get outdoors. Their products help enable those passions.  

What advice would you give to others interested in participating in a Fjällräven trek? 

First, do it! While experience in backpacking and hiking could be helpful, it is not necessary to take part in Classic. The journey is challenging but extremely rewarding – physically, mentally and emotionally. I found myself cursing step after step as I traversed along (what felt like) never-ending switchbacks, questioning if I ever needed to do the hike again. But the second I crossed the finish line, I burst into tears – filled with emotion around the sense of accomplishment of what I had just completed. It’s that moment, feeling and pride that will stay with me forever – not my frustration with an end of day elevation gain push. (FYI: I’d 100% do it again!) 

Also, hot tip- Sign up for the Fjällräven newsletter so you can be the first to know when registration for Classic opens up. Spots are limited, so you will want to act fast if you’d like to join.  

What was your experience supporting a client activation outside of the work? 

I’ve often traveled for client work but never have I been that intimately vulnerable on a client experience or with media. This experience strips you down to just the basics and sets you “free” out in nature. The group was one with nature – no bathrooms, beds, cell reception, etc. This was an opportunity to truly connect with other participants and yourself. It was wild in the best way possible and absolutely brought me closer to my client.