Vehicle ‘wrapping’ is an increasingly popular marketing tool for businesses across the UK.

Already some of the country’s major brand names have adopted the wrapping technique, best described as completely covering the paintwork of a vehicle in printed vinyl, to give their vehicle fleets more impact on the high street.

As a result, vehicle wrapping is one of the fastest emerging markets in the sign and graphics industry.

In the past few months, Totally Dynamic has transformed everything from the huge race transporter for Dixon Yamaha World Championship Motorcross Racing Team, to a mobile support unit being used to help promote collaboration between Renfrewshire Council and Strathclyde Police to help reduce youth crime, to Nike Golf’s European tour vehicle and a double-decker bus for Liverpool FC, along with other buses used to promote the city’s 2008 City of Culture celebrations.

Totally Dynamic’s marketing manager Jennifer Rope says business this year is expected to boom, as companies look to optimise their marketing spend, especially across an economy which could be set to slow.

“Vehicle advertising and branding isn’t new - it’s been around for many years. More and more companies are starting to realise, however, that carefully and professionally designed branding of this kind can make a huge impact, and that’s where vehicle ‘wrapping’ comes into its own,” adds Rope.

Photographic quality images 

Vehicle wrapping applies pre-printed vinyl film to the surface of a vehicle, either in full or in part.

In its simplest form it can change the base colour of a vehicle from black to white or green to bubblegum pink, but more commonly it is used by companies as a means of displaying their products and services on their vehicles, using eye-catching designs and full colour images. 

Wrapping’s real beauty, however, is that photographic quality images can be used, giving endless opportunities to enhance the impact that vehicle advertising can have.

The wrapping film is printed using wide format printers, and once applied can be left on the vehicle for up to five years if required - providing the original paintwork with a protective surface against minor scratches and stone-chips.

Highly effective method of advertising 

From a marketing perspective, common sense tells us that, on average, a busy vehicle will be seen by many hundreds of people every hour.

Rope says that this point alone shows what an innovative and highly effective method of advertising it can be. She explains that the wraps educate, entertain and inform motorists and pedestrians while they are commuting.

“They can reach consumers in ways in which radio, television and print are ineffective and they are appreciated for their ability to humour motorists and pedestrians as well as alleviate boredom when stuck in traffic,” Rope says.

Most importantly, ‘wraps’ are one of the only forms of advertising that cannot be switched off, tuned out or lost in a quicksand of other advertisements.

Cost-effective 

The techniques used can provide stunning effects, which leave a lasting impression if they are done creatively.

“When the economics of wrapping are taken into account, it is a very sensible marketing spend indeed,” Rope says.

She points out that in a typical regional daily newspaper, a 100mmx 65mm colour ad on the front page could cost around £450 for one insertion.  Even inside the paper a small ad would cost around £300 for only one day.

In contrast, a full colour vehicle ‘wrap’ on an average size car, including design, production and installation, costs from £1,500 and will last for 3-5 years.

Rope warns that traditional advertising, such as newspapers, can be expensive and has a very limited shelf-life and that an awful lot of money needs to be spend for it to make a real impact using this medium.

“A good quality vehicle wrap can last between 3 to 5 years - think how many business miles you will travel in that time and how many people will see your mobile advertisement,” Rope adds.

Freshen up ageing vehicles 

In addition, wrapping protects paintwork against stone chips and minor abrasions, so can also extend the lifetime of a car or van.

While traditional hand-painted graphics can look great, when it comes to selling a vehicle, customers often need to pay for expensive re-sprays.

“If your vehicle is wrapped and you want to sell it, simply remove the vinyl and restore the vehicle to its original colour. If you change your company branding, develop a new advertising message or simply want to freshen up your ageing vehicles a new design can be applied to totally, and cost effectively, update the vehicle,” Rope explains.

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