Get Your Sea Legs
MetroMedia Technologies outputs a fleet of "Fun Ships."
Looking for an innovative way to create brand awareness for its fleet of “Fun Ships,” Carnival Cruise Lines chose five double-decker busses in the Washington DC area as its mobile media to convey the messages, “Didja ever try something new?” and “Next Stop Awesome.” To help visually turn the busses into a kind of red cruise ship on wheels, New York’s Metro Media Technologies (MMT) signed on to output the requisite wraps.
Carnival and its contracted advertising agency designed the wraps featuring touristry-looking legs in various vacation modes – snorkeling, surfing, cycling, dancing, etc. – then delivered the files to MMT, which had only a couple of days to complete the project after receiving the artwork.
Using its Epson Stylus Pro GS6000 64-inch printer and Caldera RIP, MMT output the graphics onto 3M Controltac IJ3552C with 3M Scotchcal 8519 Luster overlaminate. Then, with the same printer-and-RIP combination, the shop output the window graphics onto 3M Scotchcal IJ8171 perforated window film with 3M Scotchcal 8914 overlam. All told, 3570 square feet of media was produced.
MMT didn’t handle the installation, but post-print packaging the wrap was very important to aid the on-site installer: “Panels needed to be carefully labeled to help the installers who go by the serial number for panels to complete the install,” explains Abhi Vyas, MMT’s marketing director.
Along with the double-decker busses, “Carnival carried out a national billboard campaign as well as Spectacular Signs in Times Square New York,” says Vyas.