Campaign snapshot
For the last three years, as part of our social value initiatives, we have provided pro bono PR support for Martin Mansell, CEO of EnjoyTravel.com, across a series of Yorkshire Beast endurance challenges- and this summer’s was his biggest yet. Martin set out to solo cycle the entire 2,007-mile perimeter of England – averaging back-to-back 169 miles a day across 11 straight days – in a world-record attempt.
We supported the challenge with pro bono PR throughout, helping transform a personal endurance feat into a compelling media story that generated widespread regional awareness and supported fundraising for two Yorkshire charities.
How we did it
Our support spanned the full arc of the challenge, issuing announcement and pre-departure releases to capture media attention in the lead-up, which secured early coverage ahead of Martin setting off from the Humber Bridge on 25th June.
Throughout the 11-day ride, we maintained a steady flow of media updates – sharing progress, flagging key milestones and securing interview opportunities to keep the story active as Martin made his way around the route.
With Martin covering hundreds of miles each day, including a gruelling 23-hour stint in the saddle, the challenge provided a strong human-interest angle – showcasing the determination, commitment and purpose behind the ride while keeping audiences engaged throughout.
To support ongoing coverage, we also managed a bank of images and live route updates, giving media contacts access to fresh content and real-time progress as the challenge unfolded.
Following Martin’s successful finish, we issued a final release capturing the significance of completing the challenge and the wider impact of the Yorkshire Beast series.
The results
For this final leg of the challenge, the campaign secured 39 pieces of coverage with a combined reach of more than 15.9 million, spanning broadcast, radio, online, print and social channels.
Coverage featured across titles including BBC Look North, Capital FM Yorkshire, The Yorkshire Post, BBC Leeds, York and Sheffield, Yorkshire Evening Post, Hull Live and Yorkshire.com.
Martin’s achievement was subsequently officially recognised and approved by the World UltraCycling Association (WUCA), making him the fastest person to cycle the full 2,000-mile perimeter of England in under 12 days.
This final ride alone raised more than £10,000, taking the combined total across all three Yorkshire Beast challenges to £81,000 for the Rob Burrow Centre for MND and Yorkshire Children’s Charity.
You can still support the Yorkshire Beast fundraising effort, with donations supporting these two incredible Yorkshire charities.
