Horse Racing and Taxi Advertising
Royal Ascot have a long relationship with Ubiquitous.
With more than 6 million attendees passing through the turnstiles at racecourses around the country every year, horse racing is the second most popular sport in the UK. Storied events like Ascot and Cheltenham are known for the glamour and pageantry they bring. Can savvy brands capture this attention and turn it into action?
The UK’s leading Taxi Advertiser suggests that it might involve looking beyond the confines of the stadium. It’s time to be Ubiquitous!
Lean into the immersive nature of the format.
We told you at the start of this article just how many attendees visit racecourses around the country every year. This impressive number of spectators is enticing for advertisers willing to think about what a live event could offer. For brands planning an immersive branded activity, the tangible nature of OOH formats like the London Taxi is complementary to the exhilarating live events that take place at a racecourse.
Our recent activity for Charlotte Tilbury proves that a Taxi uses the physical parameters of an event to elevate the presence of a brand. More than just a branded touchpoint, it also provided an opportunity to reflect the unique selling points of the Charlotte Tilbury brand. The inside of the Taxi was fitted with a bespoke makeup studio that perfectly matched the makeup studios in Charlotte Tilbury stores around the country. Oh, and did we forget to mention that there was a giant tub of Charlotte’s award-winning ‘Magic Cream’ on the roof? Overall, the special build, the makeup studio, and the giant model of a moisturiser tub on the roof created an immersive branded moment that completely engrossed audiences in Charlotte Tilbury’s world.
Influencer partnerships are made easier with Taxis.
The historic reputation of major horse racing events on the calendar usually results in chic celebrities and royalty rubbing shoulders. As a format that has ferried the likes of Suki Waterhouse, Gigi Hadid, Sylvester Stallone, and The Rolling Stones along in the back seat, celebrity partnerships are made easier when you trust a format like Taxi Advertising. For brands prioritising influencer strategy, Taxi Advertising is worth thinking about: did you know that the London Taxi audience is twice as likely as the national average to trust products recommended by celebrities and influencers?
Don’t shy away from integrated campaigns.
Socially integrated campaigns remain front of mind for advertisers in 2026. Savvy brands would be wise to think about a format that can extend creative across different channels while complementing different mediums. So, how does the London Taxi achieve this? For one, it’s a capable PR tool that makes it easy for brands to film video and shoot photos. Our PR team has helped plenty of brands create incredible experiential events thanks an eye-catching branded Taxi.
There’s a bigger benefit to socially integrated campaigns too. It creates a branded touchpoint for audiences to interact with your brand. The thousands of daily trips that a Taxi makes through busy thoroughfares means that the same eyes that see your Taxis are also sure to see that same creative that could be scheduled for D6s, billboards, online banners, and of course, Instagram ads.
On your marks…
You don’t have to dust off your top and tails to enjoy a season of racing. The London Taxi provides plenty of opportunities to translate attention into action. It’s just a matter of:
Utilising the immersive nature of the format for experiential events,
Relying on its charisma for showstopping influencer partnership campaigns,
And benefitting from its inclusion in strategic multi-format campaigns.
The Ubiquitous team is already excited to see you there.
Sources: The Jockey Club, YouGov Profiles GB, Index 206