Sometimes it feels like a gamble to invest in local advertising versus national when your goal is to be the big fish. We recently took that gamble and devoted a substantial sum to advertise our local screen printing services in the Phoenix metro area even though we actually provide services nationwide.
Phoenix has an incredible freeway system, one of the nation’s largest but with a population of 4.33 million and growing, the development of additional means of public transportation had to be planned and in 2008, the Metro Light Rail launched.
The light rail services Phoenix, Tempe and Mesa and offers prime real estate for advertising to a vast demographic. We chose a light rail wrap to provide exposure to both passengers and passersby. Since this was our first venture of this sort we collaborated with the entire internal team to come up with our final design choice. A large segment of light rail ridership is made up of ASU students. Many of the riders work in downtown Phoenix as well so we had to come up with a concept that would appeal to a diverse crowd. We went through four different designs seen below before finally settling on the design that was installed.
We also had to keep in mind that large scale graphics may be seen going up to 55 MPH and would have to offer a simple message that did not require a lot of reading. The graphic below was the winner. The concept behind meta is that it’s self-referential much like the business of printing customized tees for our customers.
We feel this design will very much appeal to a younger demographic but also inspire the edgy downtown Phoenix crowd. The model is one of our very own employees and he exudes personality in-person and we hope his energy translates to over-sized graphics. We were told that there was currently no other advertisements like it on the light rail and we’re very proud of it. We were able to visit Valley Metro Rail and witness the installation on the rail cars and take pictures.
Time will tell if it brings in new business but the branding to us is priceless. Please share your thoughts on the design or your experience advertising with large scale outdoor graphics.