Manchester-based LateRooms.com has announced a summer partnership with global sports and event brand, Tough Mudder, to bring the “Ultimate Dirty Weekend”.

This will include the ‘world’s first pop-up luxury hotel’ to be constructed near the muddiest Tough Mudder obstacle course in the UK, Cheshire’s Cholmondeley Castle.

The hotel booking site, part of the Malvern Group, has launched the “Ultimate Dirty Weekend” campaign, with the tagline: “It’s never too late to get muddy”.

The central focus of the summer partnership is to get a broader mix of new entrants to take up the challenge of the Tough Mudder 5K – a shorter, more manageable but no less muddy obstacle course.

To kickstart the campaign, LateRooms.com has launched a competition for one ‘mucky winner’ and up to five friends to win a weekend stay at the “Al Fresco Hotel” – a luxury pop-up hotel located minutes from the Cholmondeley Castle Tough Mudder event in Cheshire on 7th and 8th September.

A construction crew and team of experiential specialists will magically transform a private field just minutes from the course ground into a  5-star style hotel & spa pop-up.

The muddy winners will be chauffeur-driven from the course to the LateRooms.com Al Fresco, where they will be greeted by the pop-up hotel’s butler for 24-hours of pure indulgence.

They will check in to the Al Fresco’s real-life hotel reception and be issued with room keys that open the doors to three luxury double barns. The ensuite accommodation includes every comfort a mud-soaked Mudder, pro or newbie, could wish for – hot tub, Egyptian cotton sheets, and even a star gazing window.

The pop-up will also include a specially constructed spa with onsite masseuses and beauticians.

The campaign will also include a social media promotion across all platforms using the hashtag:  #ItsNeverTooLateToGetMuddy.

The concept was incubated in-house by the LateRooms.com marketing and creative team, with CGIs by the award-winning North Made Studio, also based in Manchester.

Katherine Scott, Group Marketing Director at LateRooms.com, said: “We are really excited to be partnering with Tough Mudder. 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.”

Brittany Bird, Marketing Director Intl of Tough Mudder, added: “After the excitement and thrill of taking on our obstacle course, we know our Tough Mudders new and old all yearn for some R&R. We love that a group of muddy winners will get to experience the ultimate post-event pampering and relaxation.”

Mudder’s can enter the competition here: www.laterooms.com/en/hotel-reservations/tough-mudder-competition

The competition will end on 10th August at midnight.

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