The “Wow!” factor of the stretch Hummer limo, the largest of its type in Christchurch, means that the vehicle is a real head-turner, literally its own best advertisment.
When waiting to pick-up or dropping off clients the unique Super-Stretch Black Hummer Limousine garners a lot of attention from passers-by. In addition to handing out the “Welcome aboard” brochure to prospective clients, the brochure artwork is designed to double as a pair of A2 promotional posters or advertisements.
These display posters are used at trade shows and wedding shows, as well as mounted back-to-back on a display sandwich board information sign that is carried on board the stretch Hummer. At the chauffeur’s discretion these promotional poster advertisments are placed beside the vehicle. Handing prospective customers a business card and directing them to the signs saves the chauffeur from the ‘Groundhog Day’ experience of having to have the same conversation a dozen times a day with passers by.
Riding in style, the brand communications strategy
In 2010, the Superior Hummer Limos black super-stretch Hummer was only the third to enter operation in Christchurch. Two established firms had stretch Hummers in operation for a year or so. SHL’s limo was the first black super-stretch Hummer to enter the Christchurch market. Entering the already well served market presented a unique brand communications challenge and opportunity. The two incumbent operators promotional material rested entirely on the obvious novelty value and “wow!” factor of the vehicle’s exterior, along with their established positions in the limousine hire, wedding car hire and corporate transport operators industry.
You only get one chance to make a first impression
The colours of the Canterbury region, Christchurch City, and The Crusaders rugby team are red and black. Art directing the colour story of the website, and printed matter to be red and black, the decision to photograph the stretch Hummer in picturesque signature Christchurch locations—this creative direction was the product of the marketing communications strategy developed for SHL. Thorough research into the stretch Hummer limo market niche worldwide informed the creation of a coordinated set of original, punchy positioning statements. Combining these ‘headline’ statements with the big, graphical images we shot made for entertaining and informative printed brand collateral, and a strong design alliance between print and web which strongly connects customers with our client and contributed much to the establishment and ongoing success of a great Christchurch brand.
Credits
Printer: Art Fetiche Signs
Font credits: Antique Olive Nord, Javelin
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