Howdens and Andrew Watson Mass Marketing

Aim

The primary aim of this year-long partnership between MBP and Howdens is to establish a comprehensive nationwide incentive programme specifically designed for Howdens staff. This programme seeks to provide Howdens employees with a series of unparalleled and exclusive experiences throughout the year. The goal is to foster a sense of pride and motivation among Howdens employees while showcasing the strong and enduring partnership between the two organisations.

Delivery

This ambitious year-long programme is set to become the largest partnership that MBP has ever undertaken with Howdens over the last six years. It includes hosting over 300 guests trackside throughout the year, providing extensive opportunities for engagement and interaction. The launch of Howdens' click-and-collect programme will be supported by a robust mass branding strategy, featuring comprehensive press releases, car branding, banner branding, teamwear branding, and branding on Andrew's teammates' car. MBP's digital team is fully dedicated to supporting this partnership by creating a range of engaging videos that will promote competition launches, ticket giveaways, and other exciting activities. Additionally, MBP is facilitating valuable networking opportunities by inviting Howdens representatives to their biannual networking events, further solidifying professional connections. Exclusive experiences are also part of the delivery, with tables of eight Howdens guests each being hosted at both the British Grand Prix and the MotoGP in the prestigious BRDC exclusive enclosure at Silverstone.

Impact

The anticipated impact of this year-long partnership is profound and multi-faceted. By offering unique and memorable experiences throughout the year, the initiative is expected to significantly boost employee engagement and morale among Howdens staff. The large-scale trackside events and high-profile invitations to the British Grand Prix and MotoGP will create lasting memories and a sense of exclusivity and appreciation. The extensive branding efforts tied to the launch of the click-and-collect programme will ensure that both MBP and Howdens enjoy heightened visibility and brand recognition. The support from MBP’s digital team in producing engaging content will not only drive participation in competitions but also create a greater following for both Howdens and Andrew Watson.

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