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Transit Stations Under Wraps

Burton Imaging's output work dominates in Miami.

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By Clare Baker

The Burton Imaging design team and Rob Shilling, general manager of the transit displays division in Miami for CBS Outdoor, decided to wrap a total of 41 columns between the two stations for an AvMed promotion, the first project of its kind to be installed at these locations. "The columns were the only things installed at these stations," says Segen. "The quantity of them...created a very domineering presence for the advertiser."

Using both of its HP Scitex Turbojet printers with HP Scitex inks, Burton printed the column graphics on FLEXcon Flexmark Bilbrd BWS RTS vinyl film. Printed in two sections, the column graphics measured 6 ft in circumference x 11 ft high. Burton Imaging produced an excess of 2700 sq ft of column graphics between the two locations, and printing of all the columns took four hours. The columns were finished with a protective film laminate applied with a GBC Orca III laminator.

The primary difficulty in this project was in the installation of the graphics, says Segen. He explains that the graphics had to be rotated from column to column "so the advertiser’s message could be clearly read from anywhere on the train platform by all the riders." Installation was completed by three Burton Imaging employees in 24 hours.

Campaigns utilizing a number of applications were also installed at the Miami South and Government Center stations. The numerous wall graphics printed for these projects, imaged on Flexcon’s Flexmark Bilbrd BWV RTS vinyl film, varied in size with the largest measuring 5 x 40 ft. Large circular floor graphics also were produced-including a smiley face of bright yellow vinyl, whose familiar grin spread more than 20 ft (in diameter). All of the floor graphics were printed on Flexmark V 400 F White Opaque A-109 90 PFW and finished with Flexmark OV 600 Frosty Clear Safari V-29 71B PMO-8 overlaminating film. Several backlit graphics also were produced to be installed in clock fixtures, measuring 2 x 5 ft, and printed on Flexcon’s Litecal 5200 translucent vinyl. In all, each of these "dominated" stations displayed approximately 10,000 sq ft of graphics.

On average, each campaign was completed in 4 to 5 days-from receiving the files to installing the graphics. Total printing time for the projects averaged about 4 hours, reports Segen, while a greater deal of time was used to prepare the files for printing as well as to finish and install. The installation for each project was completed in approximately 10 hours by four Burton Imaging employees.

Outdoor brings the heat
Each campaign was installed for approximately one month, undoubtedly noticed by thousands who may not have been as easily reached by other forms of advertising. Says Shilling, "In an advertising world that has become extremely fragmented, out-of-home advertising has become the only true mass media. Cable TV, the Internet, TiVo, to name a few, have allowed the public to make themselves unreachable. Outdoor [advertising], with its intrusiveness, reaches people on the move who are spending more and more time out of home," and he adds, can be "geographically or demographically targeted to specific groups."

As these campaigns continue to grow and evolve, Burton Imaging expects to do the same-literally and figuratively. In addition to relocating to a new 60,000 sq ft facility and expanding its lineup of equipment, the company is also always aiming to develop and enhance its services. Referring specifically to transit-graphics production, an on-going challenge, Segen says, is to continue "to strive to constantly improve our product and the technology we use to produce it."