Differential Communications is an award-winning PR agency built for the outdoor and adventure industry. We turn product stories into coverage in the publications that move your market.
We specialize in the outdoor and adventure space — and only the outdoor and adventure space. That focus earns our clients coverage in hard-to-reach publications.
Strategic media relations that land coverage in outlets like Motor Trend, Outside, Car and Driver, Popular Mechanics, and Gear Patrol. We pitch stories, not press releases.
We build and manage influencer partnerships across hunting, fishing, overlanding, and motorsport communities — from product seeding to long-term ambassador relationships.
From intimate product drives to multi-day overland expeditions, we create experiences that give media and influencers stories worth telling. See: Overland Invitational.
Brand messaging, product positioning, and launch strategies informed by deep industry knowledge and real competitive intelligence.
Data-driven share-of-voice tracking and competitive benchmarking that shows exactly where your brand stands and where the openings are.
When things go sideways — recalls, bad reviews, social media flare-ups — we provide strategic communications counsel to protect your brand.
We measure success in coverage, share of voice, and real business impact. Here's what that looks like across four very different clients.
When Bridgestone launched into the all-terrain tire segment, they had world-class product but virtually no presence in the adventure and overlanding conversation. Diff Comms built and executed an earned media strategy that included product reviews, multi-day media drives, and influencer partnerships across outdoor and automotive communities.
Over four years, we grew Bridgestone's all-terrain share of voice from 3.2% to 28.5% — competing head-to-head with category incumbents who had decades of brand equity. Our Firestone Destination launch program earned industry recognition with a national award for excellence in earned media.
Read Full Case Study →Roofnest built premium hard-shell tents in Boulder and sold them direct, against rivals like Thule-owned Tepui and iKamper with far bigger catalogs. We won on original coverage, not newswire volume.
The result was about 200 original earned stories across roughly 95 outlets, with 44 standalone reviews. In 2023, 96% of Roofnest's coverage was original reporting, versus about 44% for iKamper. Coverage ran in The Wall Street Journal, Rolling Stone, Outside, and Gear Patrol, which called the Condor "the best rooftop tent money can buy."
Read Full Case Study →DECKED makes the best-known truck bed drawer system on the market, with buyers from contractors and fleet managers to hunters, surfers, and overlanders. We pitched the same product as a different story for each audience.
CargoGlide's 2022 launch drew more than a dozen trade and fleet titles in about two weeks; the 2023 drawer system drew about 15 stories. Between launches, Car and Driver, Road & Track, and AutoWeek ran Ezra Dyer's review and Forbes covered the business. DECKED averaged nearly one original story a week, with no negative coverage in 2023.
Read Full Case Study →Mammoth Overland built a camper trailer for the end of the world. The ELE, short for Extinction-Level Event, came with bulletproof armor, a bear-spray defense system, and night vision. We built the launch around the details nobody else in overlanding could claim.
Within 30 days, the ELE had 159 placements in 16 countries, from Fox News and four editions of The Sun to Robb Report, Thrillist, Motor1, and The Drive. A trailer from a small overland builder reached a combined audience of 374 million, most of it far outside overland media.
Read Full Case Study →We've earned our clients coverage in the publications that matter most to their customers.
Full-length product features and reviews in one of the most prestigious publications in the country — the kind of placement most outdoor brands never reach.
Coverage that positions our clients beyond the outdoor niche and into the broader cultural conversation — reaching audiences that category media alone can't touch.
Head-to-head product comparisons, long-term reviews, and feature stories that put our clients' products in front of the most engaged automotive audience in the market.
A multi-day, invite-only overland expedition that brings together brands, influencers, and creators for authentic content gathering — with a mission to protect public lands. Since 2016, we've led expeditions through some of the most remarkable and threatened landscapes in the American West.
Brands get authentic, high-quality photo and video content from real overland expeditions — not studio shoots. Influencers and creators capture content that cross-pollinates across brand channels.
Three days on the trail with brand leaders, engineers, and top creators in the outdoor space. The kind of relationships that don't form at trade shows.
Every expedition highlights threatened public lands and includes engagement with indigenous communities and conservation stakeholders. We go to these places because they matter.
"Diff Comms scouted a safe, fun-filled and historical off-road route through the Bighorn Mountains. It was a well-organized and unforgettable experience."— Blake Titus
"One of the sickest off-road/overland trips I've been on."— Heimana Reynolds, Park Skateboarding World Champion & US Olympic Athlete
Differential Communications was founded by Nick Jaynes, a journalist-turned-publicist who spent years on both sides of the media equation before building an award-winning PR agency focused exclusively on the outdoor and adventure industry.
That background — as a working automotive journalist, documentary filmmaker, and lifelong overlander — means Diff Comms understands what media actually want, how influencer partnerships should work, and what authentic storytelling looks like in this space.
We're based in the Pacific Northwest with partners across North America and Europe, serving clients from boutique adventure brands to Fortune 500 companies.
"The folks at Diff Comms are experts at their craft. They're knowledgeable, resourceful, real-life adventurers who authentically understand the space and players within it. They've been instrumental in helping us get our off-road and overland strategy off the ground, and we're glad to have them as counselors and collaborators at Bridgestone."Davis Adams, Director of Communications — Bridgestone Americas
"What separates Diff Comms from other agencies is their willingness and ability to deploy their suite of skills on marketing campaigns. We regularly utilize their deep industry expertise to our competitive advantage."Dave Rogers, VP of Marketing — Roofnest
"Working with Differential Communications has been a pleasure. They've made all the difference with the amount of editorial we have garnered over the past year. They have suggested a course of action, and we have also directed what we wanted in terms of placement. Both of which have paid massive dividends to our organization."Keith Munemitsu, VP of Marketing — Leitner Designs
"Not only did Diff Comms reach the audiences we were targeting, they exceeded that and reached a global community. You want a comms team that understands the why, when, and how of the market and ultimately puts your product and company in front of the customer. Differential Communications totally nails that."Scott Taylor, President — Mammoth Overland
New business, media inquiries, or Overland Invitational partnerships — reach out.
nick@diffcomms.com →