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Auckland Thoroughbred Racing

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.

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  • 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.

    View Nomination

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