Betway has launched a new marketing campaign ahead of the Cheltenham Festival, introducing a “countdown to Cheltenham” promotion.

Targeting both experienced racing bettors and casual customers, the campaign is titled Get Ready for Cheltenham with Paul Townend, Richard Hoiles… and Dave. The format pairs leading jockey Paul Townend with a fictional novice bettor, Dave, to reflect the operator’s dual-audience strategy.

In the advert, Townend is described as a “Cheltenham legend” with 38 Festival wins, including four Gold Cups. He represents racing expertise and credibility. In contrast, Dave is positioned as a newcomer who recognises value in promotional offers, specifically Betway’s countdown initiative.

The content focuses on a clear call to action, urging customers to “start building your pot ahead of the Festival”. The promotion links into Betway’s rewards system.