The two train wraps took one day to print and three days to install, forming the centrepiece of the campaign, which targets business travellers; the power cars travel daily along some of the country’s busiest commuter routes. The graphics, which were printed on an opaque white self-adhesive vinyl film and laminated with a clear film, will be on display for six months, along with live demonstrations of the new HP ElitePad on board the wrapped trains. 

Mark Rowland, regional business manager for Greater Western Europe and UK and Ireland, at HP Scitex, explains: “The campaign has many different elements, but the train wraps create the first, big impression on the target audience so, although it required a quick turnaround, the print quality couldn’t be compromised.”

He continues: “With the two wrapped trains operating an average of three routes a day, that’s 12,000 people per day who will have the opportunity to see the train graphics. This initial impact is key to creating an immediate buzz around the new product, helping the HP ElitePad teams to then start direct communications with passengers during the journey.
 
"This campaign perfectly demonstrates how high-quality print can play a crucial role in the success of an integrated campaign.”