To commemorate both the launch of Eldee-2 in July 2014, and the achievement represented by the VRNZ team getting the classic racing machine rebuilt, equipped and race-ready in time for shipping to the Isle of Man Classic T.T., I flew to Wellington to photograph a set of heroic publicity photos of the bike—and to assist applying the set of decals I designed, race numbers, rider’s signature, sponsors logos etc., onto the new carbon-fibre racing fairing and seat.
In addition to publicity, the photos were immediately useful for the campaign as merchandise, working up two images into a five poster advertising and promotional campaign.
The bike is classed as an ‘Exotic’, it is a pre-war British bike returning to the U.K. on a campaign launched from downunder in ‘The Colonies’ (the campaign had already been wryly dubbed the ‘Kiwi Invasion’ in a recent ClassicRacer magazine) and the VRNZ rider Bill Swallow is famous in motorcycle racing circles. Therefore, with Bill’s signature on the posters they were used as a premium momento of the IOM Classic TT given to the project sponsors.
The client had briefed that some form of printed piece would be required for the Isle of Man event, for the classic racing audience a succinct infographic with attractive ‘race-ready’ images and specs of the machine was the priority—and crediting the Eldee I.O.M. campaign’s sponsors.
Research revealed a solid creative direction to be found in Velocette’s mid 20th Century British advertising and marketing materials for their Velocette motorcycles.