Sydney Motorsport Park (SMSP) has invested heavily in Out-of-Home technology and innovation upgrades in a bid to position the site as a gateway for brands to engage with consumers in Western Sydney.
The site, formerly known as the Eastern Creek International Raceway (until a name change in 2012), is positioning as an ‘always on’ venue, with OOH advertising and sponsored content running LED screens across the 93 hectares of the SMSP from 6 am to 11 pm, 365 days a year.
The NSW government-owned venue is run by the Australian Racing Drivers Club, which has invested more than $50 million in the site, including $20 million which had gone directly into improving technology, track extensions, and circuit lighting.
Microsoft, BP, Pirtek and Shannons are among the brands that have engaged in content and sponsor integrations at the venue.
Peter Larum, the principal of Excalibre, who has worked with ARDC for the past 12 years, told Mediaweek the OOH upgrade has created a customisable opportunity for brands, which can provide consumer data and insights that work in real-time.
Peter Larum
“There is no other motorsports circuit in the country that can deliver a holistic event approach, particularly one so close to the Sydney CBD,” he said.
“The other circuits are great. The Bend in South Australia is new, but it’s a long way out; Phillip Island is a part-time venue, and so is Bathurst, which runs a limited number of events.
“Our role here is to continue to make sure we’re improving fan engagement and the experience of the hirers that come to the circuit, whether it’s supercars, Ferrari, Porsche, Mercedes, or BMW,” Larum added.
James Watt, AV technical asset manager at PMY Group, said the site is optimising technology from closed oval stadiums to a non-standard-shaped venue.
James Watt
The ARDC partnered with PMY Group on a $4 million project to offer SMSP guests, exhibitors, advertisers and broadcasters access and flexibility at events, part of the $20 million investment upgrade.
In the past, events would have seen banners raised and Corflute signage posted by brands and sponsors, Watt explained.
“Now they (brands and sponsors) just build digital assets that they probably built, give it to us, tell us when to do it, and we do it,” he said.
“With that flexibility, we are now tying into the live feed. We’ve got live data integrations between the circuit management system MyLaps and live timing.
The venue also uses dedicated AI-enabled software to provide real-time and historical insights on the venue, event, and customer to empower brands and clients to make data-driven decisions.
“[The tool was] developed as a crowd management tool that uses cameras and sensors to see where people are, where they’re moving or not moving, where there’s chokehold, where people are dwelling for too long or not long enough.”
However, it also enables advertisers to track the effectiveness of signage and crowd motions during the day instead of basing insights on ticket sales and an educated guess.
“When there is a big stop five minutes before the big race started and nobody’s getting out of their seat, and they’ve already got everything they need, and then they disappear, we can back that up with data and say there’s no point putting a special on while the race is on because no one’s leaving their seats or to the bathroom.
“It’s an educated guess that we’re getting more educated with to help, not just the brands and the commercial side of it, but the venue’s operations team,” he added.
On average, the ARDC hosts over 600 events annually on and off the track at the SMSP, using multiple circuits simultaneously and various circuit facilities within the complex.
Australian Motorsport Innovation Precinct
The venue is not just for racing either – it also hosts cross-country running, cycling clubs, concerts, festivals – providing a broad demographic for advertisers. The aim is to upgrade the technology to generate greater fan engagement as well as plans to enable permanent on-site brand partners to integrate branding into the site.
“If you’re on site here and tapping into everything we’re trying to do. You are part of the events, the infrastructure and part of the brand ethos,” he said.