The Australian Grand Prix is one of the most powerful moments on Australia’s sporting calendar. For one week, Melbourne becomes the centre of global attention as fans, travellers and locals move through the city with heightened energy, intent and anticipation.

It is a moment shaped by real-world movement, making it a prime opportunity for brands to show up when it matters most and reach highly engaged audiences when and where they are most receptive.

With Vistar Media’s global DSP, advertisers can activate programmatic digital out-of-home (DOOH) campaigns across Australia, using data, context and dynamic creative to connect with audiences throughout race week.

A tentpole moment driven by movement

Race week drives a surge in travel, retail activity and city-wide movement. Airports fill with domestic and international visitors, transport hubs see sustained foot traffic from fans commuting to and from Albert Park, and retail precincts and entertainment districts remain active well beyond race hours.

Programmatic DOOH allows brands to meet audiences across this journey rather than relying on a single location or moment. Campaigns can be planned around key points of interest, including Melbourne Airport, transit corridors, retail centres and areas surrounding the circuit, ensuring coverage before, during and after the race experience.

Show up with relevance, not noise

Tentpole moments demand more than broad visibility. The most effective campaigns are built on intentional targeting that aligns with real-world audience behaviour.

Advertisers can layer audience data to reach motorsport fans, premium travellers, sports enthusiasts and high-value shoppers across Melbourne. Campaigns can be activated only when conditions align, whether that means specific days, times or locations with the highest propensity to engage.

The result is a more precise approach that allows brands to speak to their world, not the whole world, ensuring every impression counts during a high-demand media moment.

Bring race week to life with programmatic DOOH

Once targeting is set, programmatic DOOH enables brands to mirror what is happening on the ground in real time.

Across race week, this can include countdown messaging in the lead-up to the weekend, location-specific creative around Albert Park or tailored messaging in airport and transit environments as visitors arrive and depart. Creative can also adapt to contextual signals such as weather, time of day or crowd movement.

Instead of relying on a single static message, brands can sequence creative throughout the week, building anticipation ahead of race day, amplifying excitement during key moments and sustaining presence as audiences continue to move through the city after the chequered flag.

Own the moment with programmatic DOOH

Programmatic DOOH gives brands the tools to show up with precision, relevance and speed, ensuring they are seen in the moments that matter most during race week.

Ready to race ahead? Connect with a Vistar rep to explore how programmatic DOOH can elevate your brand’s presence during the grand prix and beyond.

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