Giant Submarine Sandwich Turns Heads, Vibrant Graphics Make the Visual Unique
Friday, June 22, 2001
San Antonio, TX; June 21, 2001 - How do you drive traffic on a major Interstate highway to a temporary restaurant while the main rest stop venue is being renovated? And how do you cost-effectively turn that temporary location, an ugly white construction trailer, into a head turning and inviting food service area to keep business levels as close to the pre-renovation norm as possible? This is the dilemma Massachusetts-based Papa Gino's and D'Angelo, a supplier of pizza and submarine sandwiches (known in other parts of the country as grinders or hoagies) is facing at multiple locations along the Massachusetts Turnpike (Interstate 90). The owner of the food service locations along this route is undertaking extensive renovations over the next six to nine months - prime driving and snacking season. The solution - as every good sandwich maker knows, is to "wrap 'em" - and that's exactly what the company is in the process of doing using the latest wide format digital printing technologies. "We needed to come up with a way to grab attention and draw customers to the temporary location," says Darlene Miller, graphic designer at Papa Gino's and D'Angelo. "Something both interesting and aesthetically pleasing since the blank trailers were really drawing a blank in terms of generating the excitement necessary to build business volume." Miller came up with a design for turning the trailers into innovative "point of purchase" advertisements; a graphic of a giant submarine sandwich - 9.5 feet tall by 90 feet wide - that covers the two visible sides of the trailer at the rest stops in Lee and Ludlow, Massachusetts. An additional trailer in Westboro, Massachusetts will also be "wrapped" with the bright and attractive design over the coming weeks. The giant sub sandwich and related graphics for the trailers were printed on a state-of-the-art NUR Blueboard HiQ+ superwide digital printing system. The machine can print on virtually any flexible material in widths up to 16 feet with startling clarity and rich colors. The Papa Gino's and D'Angelo graphics were printed on a flexible, 12 oz. vinyl material that is rated with an outdoor durability of eighteen months. The "trailer wraps" were then installed on the trailers onsite using pole pockets on the top and clamps on the bottom of the trailer wall surface.