All the Racquet
A premier tennis tournament gets a branding makeover.
A premier tennis tournament for the Women’s Tennis Association and the Association of Tennis Professionals, the BNP Paribas Open in Palm Springs, California, needed a branding makeover for four suites and two outdoor tents at its 2019 event. In order to accomplish the task at hand, BNP Paribas sought a provider who offered a complete set of services from site surveys to print production. The tourney chose to work with C2 Imaging out of Jersey City, New Jersey, and Fusion Imaging out of Kaysville, Utah, both part of The Vomela Companies.
The two PSPs collaborated to bring a vibrant, yet historical branding presence to the event using wall graphics, posters, SEG graphics and frames, and even some displays with vintage tennis racquets. To handle this expansive project, The Vomela Companies used three printers: a Fujifilm Acuity F flatbed printer, an HP DesignJet L26500 latex printer, and an EFI Vutek Fabrivu 340i dye sublimation printer.
The installation team ran into an issue with low-VOC painted walls, so they scrubbed them down with alcohol and used an aggressive adhesive to get the graphics to stick. The wall graphics were printed on Oracal Orajet 3105 vinyl adhesive with matte lamination; the framed posters were printed on FiberMark Chromajet paper; and the desk graphics were printed on 3M 1J80 vinyl adhesive with matte lamination. BNP Paribas was able to impress key clients with their uniformly dynamic branding approach during the eight-day tournament, and they were thrilled with attendee engagement and interest with the new displays.