A rallying mission
Cardiff-based Genesis Marketing delivered full event branding for the recent Wales Rally GB Championships, the British leg of the World Rally Championships, using a range of ImagePerfect media from Spandex.
The Wales Rally GB project was delivered on behalf of client International Motor Sports, who selected Genesis upon the recommendation of the Welsh government, an event sponsor and also regular client of the company. On this project, the mission was to extend the event beyond the rally element, incorporating entertainment, catering, display cars and so on, thus making it a memorable occasion for the 100,000 spectators, while also delivering maximum brand impact for sponsors.
The Wales Rally GB brief involved the complete branding of three RallyFest visitor experience areas – at Chirk Castle near Wrexham, Kinmel Park on the North Welsh coast, and Sweet Lamb near Aberystwyth – as well as spectator areas along 200 miles of rally track.
The project included angled concord barrier panels for crowd control, feather flags, decorated panelling for the start and finish car podiums, branding on timing gantries, pull-up banners, and directional and venue signage, as well as five kilometres of scrim and a further five kilometres of branded fabric bunting. Spandex ImagePerfect media used included IP2511 white gloss vinyl with a grey adhesive system for increased opacity, IP 2514 a cost effective clear gloss vinyl, and IP 2122 a 100 percent blockout banner with double sided printability.
The Toyota building at Deeside, North Wales, was also transformed into the Wales Rally GB Championship headquarters and media centre, while an open area adjacent to the building became the service park for all the participating vehicles.
Naturally, the temporary event branding of the Toyota premises had to be handled with sensitivity to the building’s usual occupants, and with a view to effecting a quick and easy removal of all graphics when the rally was over. Spandex recommended IP Fabric Light, a self-adhesive textile for wall decoration with a removable adhesive, which can be installed and removed without leaving any residue. More importantly, since there was no need for the frames and eyelets required when mounting PVC graphics of similar size, the overall impact was preserved intact.
Virtually all elements were produced by Genesis in-house on its Roland VersaCAMM VS540i print and cut machine, installed by Spandex earlier this year, together with a Polarsign laminator. Only the scrim printing was handled elsewhere, due to the exceptional volume required.
As well as the tight timescales specified, the notorious Welsh weather also threw up some challenges. Freak hurricane winds the night before the event brought down bunting, feather flags and crowd barriers, but the Genesis team was able to rescue and reinstate everything, except for one flag, thus further underlining the exceptional durability of the selected ImagePerfect materials.