Manchester-based hotel booking firm LateRooms.com has partnered with event brand Tough Mudder to open what it claims is the 'world’s first luxury pop-up hotel.'
The booking firm, part of the Malvern Group, will construct the “Al Fresco” hotel near the Tough Mudder obstacle course at Cholmondeley Castle, Cheshire for the event, which takes place on September 7 to 8.
The pop-up hotel will include a specially constructed spa with onsite masseuses and beauticians, and en suite accommodation will feature a hot tub, Egyptian cotton sheets and a stargazing window.
The focus of the summer partnership is to get a broader mix of new entrants to take up the shorter, more manageable Tough Mudder 5K course.
LateRooms.com group marketing director Katherine Scott said: “With this Al Fresco Hotel campaign, we want to take the idea of glamping to the max and create a 24-hour pop-up luxury hotel in a field, with as many of the facilities of a real 5-star hotel as possible.
“As a hotel brand, it is a really fun and imaginative project for the whole team.”
The concept was created by the booking firm’s marketing and creative team, with CGIs provided by Manchester-based North Made Studio.
