Over 120 linear metres of high-resolution digital signage featured along the final furlong and finish post at the recent Qatar Goodwood Festival. Believed to be a first in UK horse racing, the digiBOARD signage featured full-motion advertising from headline partner Qatar, along with companies including Jaguar Land Rover, Neptune Funds and Natwest. Following the largest single sponsorship deal ever within UK horse racing, an exciting platform for brand activation was required for the occasion.
The digital solution for the Qatar Goodwood Festival was created by LED specialist ADI, which is the exclusive screen supplier to the Goodwood Estate and delivers innovative displays at all its world-famous occasions, including the Festival of Speed, Goodwood Members’ Meeting and Goodwood Revival.
ADI’s digiBOARD product is also featured at 13 out of 20 English Premier League football grounds; it is claimed to deliver incredible picture quality, clear bright playback and exceptional reliability.
The system installed at Goodwood features eight staggered 8m digiBOARD panels along the final furlong and a 60m long digiBOARD strip at the finish post – all featuring outdoor10mm SMD. The digiBOARD solution is complemented by some other ADI products, including the iCONIC 100+ screens, which are the world’s largest, highest-resolution mobile LED displays.
Nick Robinson, screen rental director at ADI commented, “We’ve taken one of our proven technologies and created a bespoke digital platform that met the unique requirements of the event sponsor and the venue. The result is visually spectacular, creating outstanding brand exposure that engages race-goers at the Festival and TV audiences. It has also created a new attractive aesthetic in horse racing that’s never been seen before in the UK.”