ATR needed a bold digital transformation to attract new audiences while still honouring its legacy. We streamlined their digital presence into an award-winning, seamless, user-first experience – modern, intuitive + built to perform.
Auckland Thoroughbred Racing is one of the oldest racing institutions in New Zealand but the old and complex website infrastructure made managing and surfacing information difficult for both racegoers and the ATR team.
Following a significant rebranding effort led by brand agency True, Calibrate was selected to lead the website design and re-platforming project. This began with a detailed discovery and planning process, validated through user interviews and testing.
Originally, the brand and venues were fragmented across multiple sites. We consolidated them into a single unified platform, leveraging the new design system that both connects the brands, yet maintains a clear distinction between them. The new website integrates with TripleSdata to allow for real-time race results, live track weather conditions, and a streamlined booking and event calendar system.
Despite the technical depth, the experience remains clean, modern, and intuitive. With seamless navigation and a user-first approach, visitors can effortlessly explore events, races, and venues - making every interaction feel as slick as race day itself.
From User Journey Mapping to Interactive Wireframes
By identifying customer pain points and engagement opportunities, we mapped the key customer touch points to refine the site map.
Working closely with branding agency True, we translated the new visual identity into a digital design system, ensuring consistency and usability across the site.
Interactive wireframes enabled real-time feedback and iteration, shaping a user experience that feels intuitive and effortless—whether discovering upcoming race days, exploring hospitality options, or booking an event.
Seamless Ticketing + Event Info on Every Device
The new event calendar offers an intuitive overview of upcoming races, with easy filtering by venue, date, and event type. Optimised for both mobile and desktop, the streamlined user journey minimises friction from discovery to purchase.
Now, users can access detailed information on ticket types and hospitality packages, ensuring they can choose the best option before completing their transaction with speed and confidence.
Real-Time Live Track Conditions + Track Timing Integration
For racing enthusiasts, real-time data is everything. The new platform integrates with TripleSdata, the on-track timing vendor, to provide up-to-the-minute track conditions, race results, and insights in a sleek, digestible format.
A dynamic live weather module enhances the experience, ensuring racegoers have all the information they need at their fingertips. By combining technical depth with an intuitive UI, we made complex data accessible to both seasoned punters and casual attendees.
Growing Attendance with Strategic Media Planning
Driving engagement meant more than just a new website - it required a strategic digital advertising approach.
Leveraging data-driven audience insights, we launched targeted campaigns that reached both loyal racing fans and new demographics. From social media ads to programmatic placements, we optimised spend across channels, boosting ticket sales and brand awareness.
By aligning digital marketing with ATR's refreshed identity, we ensured that every touchpoint - from discovery to checkout - delivered a cohesive and compelling brand experience.
Technology Stack
The Results
The transformation of ATR’s digital platform has completely reshaped how users interact with the brand, making it more accessible, engaging, and user-friendly.
Higher Ticket Sales & Event Bookings – A streamlined booking process and intuitive event calendar have boosted sales and registrations while reducing drop-off rates.
Stronger Mobile Engagement – A fully responsive design has significantly increased mobile traffic, delivering a seamless, high-speed experience across devices.
Optimised Performance & Accessibility – Faster load times, improved search, and real-time updates provide a frictionless, data-rich user experience.
+167
%
Increase in conversions
+200
%
Increase in website users
+43
%
Increase in mobile engagement
Award-Winning Recognition
Best Design Award Finalist 2024
We were thrilled that this site was recognised as a Best Design Award Finalist in 2024 for Large Scale Websites - a testament to the hard work, creativity, and collaboration of everyone involved. From UX and design to technical execution, every detail was carefully considered, and we're proud to see that effort celebrated on such a respected stage.
“Calibrate has been an invaluable partner to Auckland Thoroughbred Racing for more than seven years, supporting the digital side of both our raceday and events businesses with expertise, efficiency, and genuine passion. They’ve consistently delivered - not just on outcomes, but on care and clarity too.
They’ve gone above and beyond to help us integrate world-class racing software into our site. Their account management is outstanding, their enthusiasm for what we do is real, and they always take the time to explain things in a way that makes sense.
We often find ourselves recommending them to others - not just because they’re great at what they do, but because they’re genuinely great to work with”
Olivia Kinley
Exec GM, Marketing at Auckland Thoroughbred Racing
