Context
During the Edinburgh Fringe, Hotel Indigo York Place needed to stand out in a saturated market where hotels are often overlooked. The challenge was to reposition it from an accommodation provider to an active, culturally relevant part of the festival experience.
Strategic Insight
The Fringe thrives on intimate, unexpected performances in unconventional spaces. By transforming the hotel into a live venue, it could embed itself within the festival, shifting from passive host to active cultural participant.
Creative Concept
“In Bed With…” turned a hotel bedroom into a live Fringe venue. Headlined by Harriet Kemsley, audiences experienced stand-up from the end of the bed, while emerging comedians were supported with accommodation and performance space.
Full Colour
Result One:
Widespread quality placements
Coverage and attendance across Metro, The Sun and MSN, The Times and BBC.
Result Two:
Real time talkability
Four sold-out shows driving footfall through the hotel with over 60 guests.
Result Three:
Support for emerging comedians
Generating organic buzz, podcast mentions and cross-promotion across the Fringe circuit.