Overview
A new hospitality brand that had big ambitions, and an even bigger personality. Bike & Boot approached us to supercharge their first hotel launch in Scarborough.
A hotel that welcomes dogs (and people!) of all sizes: a space perfect for adventure-lovers, biking-fanatics, and long-weekend vacationers.
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.
It was a chance for us to push the boundaries of brand marketing. We knew there were big opportunities to have fun with this campaign. And fun, we did.
Our services:
- Website development and SEO strategy
- Content marketing strategy
- Paid social media
- Video, animation and photography
- Creative brand development
- Press and publicity
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.
Our process
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. This is just one example of how Bike & Boot allowed us to create without limits. They were game for taking risks, and letting us lead with our imagination. And the results speak for themselves.
“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
Executive Director at Bike & Boot Inns
Outcome
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.
