High-level Brand Experiences: Wrapping up the NTI Townsville 500

What a weekend in Townsville!

From premium hospitality to high speed on track entertainment, the 2025 NTI Townsville 500 once again proved why it's one of the most anticipated events on the Supercars calendar. At Cielo House, we had the privilege of bringing two iconic brands to life in entirely different ways, Coates and Boost Mobile, through curated experiences that elevated both brand presence and fan engagement across the board.

This wasn’t just another race weekend. It was a showcase of brand storytelling, immersive design, and unforgettable motorsport culture. Here’s how we helped make it all happen.In this article, we’ll gather the best moments from this major event to inspire you to elevate your brand experiences to new heights.

The Coates Lounge: Premium Hospitality, Thoughtfully Executed

For Coates, we helped them build a hospitality experience that exuded polish, comfort, and connection.

The Coates Lounge was a custom designed space, crafted specifically to host their customers  across the weekend. From the moment guests walked in, it was clear this wasn’t your standard corporate suite. We worked closely with the Coates team to ensure that every element was on brand and detail driven.

• Florals and styling were carefully chosen to reflect Coates’ brand palette, clean, bold, and modern.

• Custom aprons, branded bar runners, and bespoke menus added layers of cohesion and polish.

• Premium food and beverage service was delivered with a personal touch, supported by hospitality staff who understood the tone of the brand.

Every corner of the space was a reflection of Coates’ commitment to quality, relationships, and memorable experiences. It wasn’t just about watching the race, it was about feeling connected to a brand that values its community.

Boost Mobile: Loud, Fast, and Unapologetically Bold

While the Coates Lounge delivered quiet luxury and elevated hosting, Boost Mobile leaned into high energy, adrenaline, and impact,  just as you’d expect from a brand that thrives in the fast lane.

Boost Mobile’s Pro Drift Team, featuring Mitch Pullen and Luke Fink, stole the show during on track entertainment sessions. Drifting, sideways entries, and tyre smoke filled the air as they tore up the track alongside crowd favourites like the Repco C10 and other burn out cars. It was raw, loud, and unfiltered, perfectly aligned with Boost’s tone and audience.

But Boost didn’t stop there. Every race of the weekend began with a bold statement,  their prime position on the front of the grid, reinforcing their sponsorship and visibility with the now iconic Pole Position moment.

These front and centre activations were more than just photo ops — they were powerful brand impressions that placed Boost at the heart of the fan experience. 

Off-Track Entertainment: Where Motorsport Meets Festival Vibes

One of the most exciting evolutions we’re seeing in motorsport is the move toward multi-dimensional event formats, and Townsville nailed it. It wasn’t just about the races. It was about creating a full blown festival of motorsport, entertainment, and lifestyle.

This year, Supercars doubled down on off track energy by introducing a mix of experiences that appealed to a wide and diverse audience:

PBR Australia - Rodeo Meets Race Day

Who would’ve thought bull riding and Supercars could share a stage? PBR Australia brought their unique brand of adrenaline fueled sport to the precinct, giving fans something completely unexpected. It was a bold addition that added grit and novelty to the weekend.

Summernats Goes Troppo - Revheads Rejoice

Also turning heads was the Summernats Goes Troppo experience, a celebration of burnout culture, custom cars, and all things loud and unapologetic. It tapped into a whole new fan base and gave Supercars fans a little something extra. Whether it was watching tyres disintegrate or marveling at modified utes, this was petrolhead heaven, brought straight to the tropics.

Motorex Alley & Mullet Fest

Yes, Mullet Fest was a thing, and yes, it was brilliant. Nestled near Motorex Alley, fans could take in some of the country’s most eye-catching cars before heading off to see the best business in the front, party in the back haircuts compete for the crown. It was light hearte, and proof that motorsport doesn’t always have to take itself too seriously.

Creating Impact Brand Activations Beyond the Track

What made this weekend so successful was the balance, the ability to deliver high performance motorsport while still weaving in moments of humour, connection, and culture. And at the centre of it all were the brands who knew their audience and showed up with purpose.

For Coates, it was about rewarding relationships and delivering value through VIP hospitality. For Boost, it was about connecting with youth culture, creating visual noise, and leaving a lasting impression. For Supercars and its partners, it was about evolving the event into something much bigger than just the race.

Bringing It All Together

At Cielo House, we believe great brand experiences are built on alignment, creativity, and execution. Townsville was the perfect example of what happens when a clear brand strategy meets great design and bold storytelling.

From branded bar runners to burnouts on the track, every moment mattered.And we’re proud to have been there, helping our partners bring those moments to life.

Looking to elevate your next brand activation? Let’s talk.

Whether it's trackside, courtside, or somewhere unexpected, we help brands stand out and connect through events that make an impact.