Tuesday, August 28, 2007

Update on Roosevelt Island Tram Sponsorship

Taking a page from Nascar, corporate sponsors are now paying car owners to wrap their own vehicles with advertising and logos.
According to this article from the NY Times,

vehicle wrapping started, by most accounts, in 1993, when PepsiCo bought the rights to paint six city buses in Seattle with its logo. Pepsi planned to put the buses in a paint shop for six weeks, but Louis Hoffman, general manager for a Seattle printing company called SuperGraphics, persuaded Pepsi to have the buses wrapped instead with a vinyl material made by 3M that could be applied in less than two days. (Now it takes just a few hours.)

3M, which remains the largest producer of the material, uses an adhesive similar to the one on its Post-it notes, enabling installers to place vinyl strips on a vehicle that do not stick until pressure is applied. The material is popular for wrapping racecars, helicopters, planes, boats and even buildings. Far from hurting the paint job, the wrap preserves it.

ARD Ventures, a venture capital firm, has studied the phenomenon of wrapped cars and estimates that motorists and pedestrians see a single vehicle’s advertising message as many as 70,000 times a day.
Is this the future of the Tram?