Refrigerated ExpressLOCATION: Indian Harbour Beach, FL
DESIGNER: Vaughn Wedeen Kuhn, Albuquerque, NM
GRAPHICS SUPPLIER: Signature Graphics, Porter, IN
MARKING MATERIALS: 3M IJ 3552C
Looking for ways to generate new revenue streams, Florida-based Refrigerated Express chose to convert the side of one of its trailers into a rolling billboard. It found a willing advertiser in the City of Santa Fe, NM, which was looking for cost-effective ways to reach potential visitors in other parts of the country.
The chosen graphic is picturesque, showcasing the beautiful New Mexico sun setting over the mountains. Using the sunset's myriad of color to draw attention to the trailer, the message is both simple and prominent — “Santa Fe, The City Different” — and includes the website address and phone number for the local Convention and Visitors Bureau.
For Refrigerated Express, the benefits are two-fold. “The new program gives the fleet a clean and prestigious look,” says Pat Barker, president. “Keeping the fleet in excellent shape is one of our main priorities within the company. This program allows the trailers to look their best at all times, not just for the sponsor, but to keep a solid reputation with current and future customers.”