QMS has announced the launch of six newly digitised billboards at Rosehill Gardens, the multi-hectare site that recently became talk of the town when Australian Turf Club reversed a decision to flog the entire parcel of land to developers.

This development includes a double-sided equine bridge and two double-sided monopoles, with the billboards expected to be operational by the end of August 2025. The strategic location of these billboards, between Parramatta and Sydney Olympic Park, targets the western Sydney growth corridor.

The upgrade is anticipated to deliver an additional two million impressions each week, potentially increasing QMS' Sydney network reach to 92% of the city's population weekly. QMS secured the tender to manage these assets along James Ruse Drive in June 2024.

Rosehill Gardens is a well-established destination in Sydney, hosting 22 race meetings annually, including the $5 million Golden Slipper. The expansion at Rosehill Gardens adds to QMS' existing Sydney portfolio, which includes digital street furniture and other billboard networks.

QMS is a leading digital outdoor media company, offering dynamic advertising solutions through digital and traditional billboards, street furniture, and airport locations. The company is also the official outdoor media partner for the Australian Olympic and Paralympic Teams for the Milano Cortina 2026 Winter Games.

QMS Chief Operating Officer Sara Lappage said, "Digitising Rosehill Gardens further reflects our commitment to delivering a high-impact, dynamic and premium, digital communication platform across Sydney. The western Sydney corridor is one of the most valuable audience catchment areas in Australia and our expanded digital network gives brands the power to influence it like never before."

Lappage stated, "We look forward to continuing to work with the Australian Turf Club to deliver on the strong demand for these premium digital assets we're already seeing from agencies and clients in 2025 and beyond."

Australian Turf Club Head of Commercial Donna Forbes commented, "Rosehill Gardens Racecourse is one of Australia's leading sport and entertainment centres and a vital part of Sydney. We're delighted to see the investment into these new digital sites from QMS, which will be a powerful addition to Rosehill Gardens."