Cardiff-based Genesis Marketing delivered full event branding for the recent Wales Rally GB Championships, the British leg of the World Rally Championships. The project was delivered on behalf of client International Motor Sports, which was pointed towards Genesis by the Welsh government, an event sponsor and regular client of the company.
The 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 was used for the project, including 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% 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”, explained Genesis managing director Andrew Owen. “We needed to be 100% certain that the materials and installation methods we were using would not leave any traces. Spandex suggested using IP Fabric Light, a self-adhesive textile for wall decoration with a removable adhesive. More importantly, the visual impact of the graphics was amazing, and could be achieved without any of the aesthetic compromises you have to accept when you mount giant PVC graphics using frames and eyelets.”
Virtually all elements were produced by Genesis in-house on the company’s 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.