Wrapping doesn’t just apply to vehicles. Many print service providers (PSPs) adapt their design, print, and install skills to fit a range of applications. One example is elevator wraps, used to promote a product or a corporation’s branding message in a high-traffic area, such as malls, office buildings, or hospitals.
As advertising space becomes crowded in traditional mediums, many brand marketers look to non-traditional spaces to capture consumer interest. While standing and waiting for an elevator the doors are generally blank, utilizing that otherwise empty space with a promotional message or branding item provides an advantage.
“Elevator wraps catch the attention of the public because they are massive. They tend to be in prominent and centrally located areas in public spaces, and they hold a certain appeal because they allow for a more dynamic and innovative design than the traditional out-of-home execution,” shares David North, marketing manager, and Wade Parker, operations and project manager, Orange Barrel Media (OBM).
OBM provides turnkey opportunities to brand and client advertising partners, helping design, produce, and install non-traditional large format and out-of-home advertising. The media agency aids in bringing a customer’s vision to life by delivering the media space and execution expertise.
In business since 2003, OBM operates out of offices in Columbus, OH; Boston, MA; New York City, NY; and Charlotte, NC. Campaigns are as small as a traditional kiosk display to 120x80-foot wallscapes founds in malls and sporting venues. To garner what a perspective customer is looking for, the agency fosters a deep relationship, considering themselves partners in the process.
“Getting to know needs, attitudes, and driving intent of their business, this deep understanding of objectives allows us to propose elevator wraps to clients who are looking to make a powerful statement,” explain North and Parker.
Elevator wraps are generally a piece of the promotional puzzle versus a standalone application at OBM. For example, at the open air mixed use development EpiCentre in Charlotte, NC, OBM offers an interior domination package. This consists of an elevator wrap and railing and walkway banners that surround the public with brand messaging.
OBM works with a number of choice PSPs on a consistent basis to output elevator wraps and any other media requested. Generally, print providers are chosen based on type of substrate, finishing requirements, and product turnaround time.
According to North and Parker, elevator wraps fit into the company’s overall message—with impact measured in memorability, versus total impressions. In this two-part series, two PSPs explain how elevator wraps help their customers provide memorable impact.
Let’s Try This
Pensacola Sign & Graphics, Inc., based in Pensacola, FL, began in 1994. With nine employees operating out of one location the print provider offers digital imaging, sign and display, design, and installation to corporate entities, media and design agencies, and municipalities.
In 2012, it was presented with the task of offering its first elevator wrap for repeat customer, Baptist Health Care System. The hospital’s marketing department had suggested the application and created the design, presenting it to Pensacola Sign. “We are known for creative solutions and a let’s try this attitude,” explains Steve Orlich, owner, Pensacola Sign. The elevator wrap project seemed like the ideal fit.
The hospital’s goal was to suggest healthy alternatives to its staff in house with the wrap. The PSP turned to 3M Commercial Graphics media for the application, in particular using 3M Controltac Graphic Film with Comply v3 Adhesive IJ180Cv3, protected with a premium matte laminate. The media was chosen based on its durability and ease of installation and removal properties.
Design to install took about a week. When Pensacola Sign staff went into the hospital to install the graphic it was faced with a few challenges, which were quickly overcome. First, they had to install after hours, to not conflict with people working during the day. In addition, they needed to access controls to lock the operation of the doors while installing the graphics.
The final outcome was pleasing to the Baptist Health Care System team as well as its many visitors. Due to their long-standing relationship with the print provider, they plan on updating the graphics on a regular basis.
Thanks to this work, Pensacola Signs regular includes elevator wraps into its pitch to other customers. Orlich finds that these types of applications are generally included as branding messages that interact with other existing signage and interior wayfinding.