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Part of a brand partnership with Tough Mudder, this campaign aimed to raise awareness of LateRooms by bringing the "world's first luxury pop-up hotel & spa" to Tough Mudder's 5K event in the North West.

Tough Mudder was identified as a brand with similar values as LateRooms, and they also had clear goals to achieve through this campaign. Tough Mudder were looking correct the view held by some of their audience, and the wider general public, that Tough Mudder was a race meant only for the toughest of manly-men. With their partnership with LateRooms, they could access an audience similar to their own and spread the message; Tough Mudder ain't a race, and it ain't that tough (well, the 5K, at least).