Howden marks Ascot partnership with UK campaign

The strategy is designed to align the Howden brand with the heritage and profile of one of the United Kingdom’s best-known sporting and social events.

Howden has launched a nationwide advertising campaign to celebrate the sixth year of its ten-year partnership with Ascot Racecourse, the venue that hosts Royal Ascot. The campaign will run across print, digital and out-of-home channels, supported by takeovers of the company’s UK website.

Created by Howden’s in-house brand team, led by Mikey Dilworth, the creative draws inspiration from the distinctive silks worn by jockeys. The campaign combines traditional horse racing colours and patterns with references to silk scarves as a fashion accessory.

Campaign aims to maximise Royal Ascot visibility

Media planning and buying was managed by Bountiful Cow, with activity timed to coincide with Royal Ascot. The campaign includes placements across premium print publications, digital channels and outdoor advertising sites.

The strategy is designed to align the Howden brand with the heritage and profile of one of the United Kingdom’s best-known sporting and social events.

Partnership reflects broader business growth

The campaign highlights a relationship that has become a key element of Howden’s brand activity as the company continues to expand internationally.

According to the company, the Ascot partnership reflects both its roots in the racing sector and its growth into a global insurance group operating across 55 countries.

Racing sponsorship portfolio expands internationally

Beyond Ascot, Howden has increased its involvement in horse racing through partnerships with organisations including the Victoria Racing Club, home of the Melbourne Cup Carnival, the Bahrain Turf Club, Tattersalls and the Jockey Club of Saudi Arabia.

The company said these partnerships form part of a wider strategy to strengthen its presence within the global racing industry.

Howden highlights importance of strategic partnerships

Rachel Woodward, Director of Sponsorships, Howden Group: "As Howden has grown from a British start-up into a global insurance group, strategic partnerships have played an increasingly important role in building our brand and showcasing our specialist expertise. Ascot Racecourse has become one of our most important relationships, reflecting our longstanding connections to the racing industry while providing a platform to engage clients, colleagues and wider audiences through one of the world's most iconic sporting destinations."

Oliver Clarke, Head of Planning, Bountiful Cow: "The Royal Ascot provides the perfect platform to showcase the expertise, entrepreneurial spirit and specialist knowledge that define Howden. Our media strategy was designed to amplify that association, using premium channels and environments that reflect the prestige and stature of one of Britain's most iconic sporting occasions."

www.howdengroupholdings.com

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