ATR needed a bold digital transformation to attract new audiences while still honouring its legacy. We streamlined their fragmented digital presence into a seamless, user-first experience - modern, intuitive + built to perform.
Auckland Thoroughbred Racing is one of the oldest racing institutions in New Zealand. But even events like the Boxing Day Races – once a can't-miss event in the city – were being dismissed by young people as old-fashioned, big-hat, corporate, and not for them.
They needed to refresh their brand, while not alienating their die-hard fans. Keeping one foot in heritage and one foot in modern-day.
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 brands 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
Working closely with branding agency True, we translated the new visual identity into a digital framework, ensuring consistency and usability.
By identifying pain points and engagement opportunities, we mapped key customer touch points to refine the site map.
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.
Strategic Media + Digital Ad Management
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.
Elevated Brand Perception & Audience Growth – Modern design, interactive elements, and real-time data have attracted a younger, digitally savvy audience while keeping longtime fans engaged.
Optimised Performance & Accessibility – Faster load times, improved search, and real-time updates provide a frictionless, data-rich user experience.
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.
