Ey Up, Brew Up launches at Hospitality Live as Cedar Court takes Yorkshire hospitality on the road

On Monday 20th April, the Royal Armouries in Leeds played host to the very first Hospitality Live, a bold new MICE showcase built around real conversations, fresh ideas and meaningful connections. It was the perfect stage for Cedar Court Hotels to unveil something we’ve been brewing for a while.

Introducing Ey Up, Brew Up, our latest people-first campaign, proudly Yorkshire in spirit and designed to bring great hospitality directly to agents, bookers, businesses and partners across the UK.

Complete with our cheerful new mascot Cuppa, plenty of brews, delicious treats and a custom-built interactive game that people simply can’t stop playing once they’ve had a go, the launch was everything we hoped for: energetic, memorable and full of opportunity.

A brilliant day in Leeds

Hospitality Live was all about connection, and that’s exactly what the day delivered.

From the moment doors opened, the Cedar Court team were busy catching up with familiar faces, meeting new contacts and sharing what makes our hotels, venues and people special. More than 100 conversations were held throughout the day, with strong interest already turning into action.

Just a few days on from launch, we already have 20+ office visits booked for the months ahead as Ey Up, Brew Up hits the road.

For us, that’s what great marketing should do — create a smile, start a conversation, and lead to something meaningful afterwards.

Built on the success of The Pudding Run

Ey Up, Brew Up follows on from the hugely successful Pudding Run, our 2025 campaign that proved face-to-face marketing still has real power when it’s done with personality.

Last year’s campaign delivered:

• 82 agent visits
• £2,182,092 in enquiries
• 6,242 miles travelled
• 1,678 puddings consumed
• Numerous service station stops

That campaign showed us that when you bring warmth, humour and hospitality to people’s doorstep, results follow.

As Steve Newby, Director of Sales, puts it:

“The Pudding Run set a high bar and showed that fun, human marketing really works. Ey Up, Brew Up takes everything we learned and turns it up a notch. It’s bigger, bolder and built to create moments people remember.”

More than a roadshow

While there’s plenty of fun involved, Ey Up, Brew Up has real purpose behind it.

This year, Cedar Court is investing further in both in-person experiences and digital engagement — bringing the two together in a campaign that reaches people wherever they are.

Alongside office visits and live events, visitors can also play our custom-made online game, where players catch tea bags, dodge spoiled milk and climb the leaderboard for prizes. One thing we’ve noticed already: once someone has one go, they nearly always come back for another.

Proudly different, proudly Yorkshire

For Cedar Court, this campaign reflects who we are, warm, welcoming, down to earth and never afraid to do things our own way.

Wayne Topley, Managing Director of Cedar Court Hotels, said:

“Hospitality should feel personal, and that’s what this campaign is all about. We wanted to create something with real character that gets people talking and brings our brand to life in a genuine way. I’m incredibly proud of the team for making it happen.”

Emily Cox, Group Commercial Director, added:

“There was such a great buzz around the launch. People instantly understood it, engaged with it and wanted to know where we’re heading next. That’s exactly the reaction you hope for.”

Powered by great people

Campaigns like this only work when great people bring them to life.

Our sales team — led by Nick Laing alongside Steve Newby and Joelle Mountain — are now taking Ey Up, Brew Up on the road, meeting clients old and new across the country.

Nick said:

“We love getting out and meeting people properly. A cup of tea and a real conversation still goes a long way. We’re looking forward to visiting plenty of familiar faces and making some new friends along the route.”

And no Yorkshire hospitality campaign would be complete without fantastic food.

Steve Collinson, Group Executive Chef, who was hands-on at Hospitality Live, is helping shape the delicious treats and refreshments that will travel with the campaign.

“Good food brings people together. If we can brighten someone’s day with a brew and something tasty while introducing them to Cedar Court, that’s a pretty good combination.”

What’s next?

Ey Up, Brew Up is only just getting started.

With office visits already booked, more live appearances planned and the game attracting plenty of competitive spirit, 2026 is shaping up to be our biggest and boldest campaign yet.

So if you’d like Cedar Court to stop by your workplace, or simply fancy seeing what all the fuss is about…

Fancy a brew?

Visit our Cuppa campaign page, play the game, climb the leaderboard and book an office visit of your own.

We’ll get the kettle on.