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Building wraps in marketing?

With large-format print becoming an increasingly popular choice in advertising campaigns, Rob Fletcher asks: “How can building wraps be used as an effective marketing tool?”

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Greg Forster, managing director, Embrace Building Wraps

Long-term opportunity

Development schemes and building sites never look their best while work is carried out. Scaffold wraps and site perimeter hoardings operationally secure and conceal unsightly building work. These structures still remain part of the community and this is a potential long-term marketing opportunity.

Clad scaffolds and site hoardings are a massive chance to shout about what the developer is doing but they are so often a missed opportunity. Clients should make use of the mandatory elements of the build process, these existing structures are a giant canvas ready for engaging and informative messages, so why not conceal, disguise and advertise the project?

Well executed, on-site branding can lift an area by creating clean, bright, modern looking spaces and enhance the urban landscape of which local councils in most cases welcome. Great looking creative designs are also well received, fun and create ‘talkability’ among the public as they pass. Major UK advertisers pay big money to put adverts up on giant billboards, so why not do the same on your own development?

Major UK advertisers pay big money to put adverts up on giant billboards, so why not do the same on your own development?


Take our wrap for The Peninsula Hotel on Hyde Park Corner in London; 88,000 vehicles pass this site each day, that’s 32,120,000 a year. That’s what you call long term awareness.

Key is to choose the right company with the experience and skill set in place to work with. Here at Embrace Building Wraps, we offer a full end-to-end project management service with the complete solution delivering creative design, planning applications, print, installation, maintenance and removal of a project.

Significant exposure

Ed Kelsing, director, Lavastar


At Lavastar, we have observed a substantial increase in the assignation of marketing budget to building wraps over the past few years. Either companies have more money to spend than ever, or they are at last realising how invaluable a marketing tool the building wrap truly is.

The first thing to note about building wraps is that they are highly visible, which means they receive a lot of attention. When compared with a site hoarding or similar signage at ground level, a building wrap has a far greater reach due to its elevation. If you combine this with illumination, a building wrap can receive 24-hour exposure for a considerably large area. You can only begin to imagine the level of traffic that building wrap might hit in just one week; now imagine your other forms of marketing receiving that kind of exposure.

It is not just from an advertisement perspective that we should analyse building wraps, as they are also incredibly effective branding tools. Not only are you spreading your name far and wide, but you are portraying a more professional and considerate image too. A building wrap will instantly improve the presentation of your site for anyone visiting or simply passing.

When compared with a site hoarding or similar signage at ground level, a building wrap has a far greater reach due to its elevation


What’s more, they can reduce dust and noise pollution coming from within the site, thus reducing the environmental impact the site has on the local area. If you opt for a ‘trompe l'oeil’ building wrap – i.e. one that replicates what the building will look like upon completion – you can begin to generate a positive interest in the community and give prospective buyers a taste for how the project will look.

Lavastar offers a fully comprehensive building wraps service, covering planning, survey, design, production and installation. With abundant experience in construction signage as a whole, we have found our niche in building wraps and site hoardings.


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