Bike & Boot – Hotel Launch

What we achieved
occupancy average, year one
social media impressions
Combined PR reach, year one

A new hospitality brand that had big ambitions, and an even bigger personality.
Bike & Boot approached us to supercharge their hotel launch in Scarborough. Our agency brief was to take their brand persona and bottle it for a new kind of audience. One who wanted something different from the hospitality sector.
Our team got to work developing a full marketing and PR strategy from the ground up, launching with the “Muck Off” campaign. Spoiler alert: It went viral. Multiple times.
The key to success was tailoring our content to a specific audience who were most likely to be converted to repeat, loyal customers.
So, we built a cheeky, witty, and bold tone of voice that clearly set itself apart from competitors in the hospitality industry.
In July 2021, we launched the ‘Marbs or Scarbs’ campaign, a playful contrast that would promote the Scarborough hotel and the local area. They were game for taking risks, and letting us lead with our imagination. And the results speak for themselves.



The brand development and marketing strategy we crafted for Bike & Boot Hotels was hugely successful with press releases reaching an audience of over 305 million.
We grew a large fanbase across social media and introduced paid advertisement after year one. The ‘Marbs or Scarbs’ campaign was so notable in the industry that it was mentioned in Forbes. This launch campaign was a chance for us to push the boundaries of brand marketing. This is just one example of how Bike & Boot allowed us to create without limits. We knew there were big opportunities to have fun with this campaign. And fun, we did.
What Bike & Boot had to say...
“The response to ‘Muck Off’ was considerable, resulting in hotel occupancy hitting above 90%.
The campaign helped to steadily increase social following and brand interaction.”
Simon Kershaw, General Manager
