- THE MAGAZINE
COLUMBUS, Ohio--The Columbus Advertising Federation celebrated its 90th anniversary and recognized the most creative work produced in 2001 at its annual ADDY Awards Ceremony held recently at the Fawcett Center.
Two of these top awards went to Holcomb Gallagher Adams (HGA, Inc.) in recognition of fleet graphics created for Dublin, Ohio-based Stanley Steemer International, Inc. The agency developed the designs to support the cleaning company's partnerships with the Denver Broncos and the Columbus Blue Jackets.
As the official carpet cleaner of both teams, Stanley Steemer wanted to further incorporate its sponsorship beyond traditional signage and advertisements. In both markets, the company initially limited vehicle graphics to window decals that simply displayed the team's logo and identified Stanley Steemer as both teams' "official carpet cleaner."
With the objective in place, Holcomb Gallagher Adams created attention-getting graphics that tied Stanley Steemer to the Broncos in Denver and the Blue Jackets in Columbus. The solution to this unique challenge was to maintain the look of the front of the van and transition into the sports teams' logos towards the rear of the vehicle.
The resulting designs surpassed both the client's and the teams' expectations. Says Laura Brooks, Stanley Steemer Special Projects Manager, "In Denver we had customers calling to request the Broncos van to come to their home. We even had people having their pictures taken next to the van. Here in Columbus, the van drew a crowd when we parked it outside Nationwide Arena before a home game. The response from the general public has been fantastic in both markets."
The two van designs will now be sent on to compete in the Fifth District Advertising Federation ADDY competition, to be held in Louisville, Ky., in the spring. Should either or both of the graphics receive ADDY recognition at that event, they will move on to compete against creative work from across the country at the national Advertising Federation competition.
Stanley Steemer is one of the nation's leading residential carpet and upholstery cleaning companies, achieving over $250 million in systemwide sales for 2001 and a line of proprietary carpet care products, air duct cleaning, hard surface cleaning and floor covering sales and installation.For more information, go to www.stanleysteemer.com/Services/index.asp.