The Bathurst 1000 sits among the most prized invites on the Coates customer calendar, alongside the F1 weekend. For the 2025 race at Mount Panorama, Coates briefed Cielo to host its top tier customers in a premium suite, holding the same standard set at the Grand Prix and carrying the brand presence onto the mountain.
The Brief
The Bathurst 1000 sits among the most prized invites on the Coates customer calendar, alongside the F1 weekend. For the 2025 race at Mount Panorama, Coates briefed Cielo to host its top tier customers in a premium suite, holding the same standard set at the Grand Prix and carrying the brand presence onto the mountain.
What Was Delivered
Cielo took over a run-down power station at the top of the mountain and rebuilt it into the Coates suite, applying the same premium standard as the F1 lounge to a very different space. Branding ran through the room and onto the track, with the Coates orange on black carried across the build and the trackside signage. The programme opened access to money can't buy experiences across the weekend, including grid walks, course car rides, Walkinshaw garage tours, behind the scenes Toyota viewings, and Supercars behind the scenes tours, with a dedicated host holding the suite throughout.
Across two days, the suite hosted 100 top tier customers and delivered 92 money can't buy experiences, close to one for every guest. The new layout and the trackside branding drew strong feedback from Coates, and the customer response carried through the weekend and into the days after.
The box looked amazing with the new layout, and the branding on the track stood out. All the customers I spoke to had a wonderful time, and went out of their way to tell me how well they are looked after.
Brad Hyem, Chief Revenue Officer, Coates