Australian Turf Club unveils $6.5 million digital upgrade

The new tech offers brands full commercial digital takeovers for events.

The Australian Turf Club (ATC) has launched a new multi-million dollar digital technology upgrade across Rosehill Gardens and Royal Randwick racecourses.

The $6.5 million enhancements are part of a 10-year partnership between ATC and venue technology specialists PMY Group and feature high-impact digital content platforms to engage and entertain customers across racedays and events.

The new features include LED signage stretching 150 metres along the Rosehill Gardens and Royal Randwick home straights, LED signage at the winning post and inside Royal Randwick’s Theatre Of The Horse, enhanced IPTV and digital stream technology across more than 800 digital displays at both venues and advanced Wi-Fi.

LED takeover opportunities at ATC

Corina Black, ATC executive general manager of commercial, said the digital technology transformation is an important development and exciting opportunity for visitors and commercial partners.

“This technology allows brands full commercial digital takeovers of all LED screens across the venues and provides a powerful opportunity to collaborate with new and existing partners to engage audiences in a way that hasn’t been done before on a racecourse,” she said.

Australian Turf Club digital
LED signage is part of the upgrade

“There is also the opportunity to complement the digital experience with a live pop-up brand activation, VIP hospitality and ticketing, plus connect with target audiences pre- and post-event across other ATC owned media channels.”

Australian Turf Club has rolled out the digital technology at Rosehill Gardens, and will follow at Royal Randwick in July 2020 as part of phase two.

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