I Spy Floor Graphics

I spy with my little eye something that is… dark, devious, and underfoot.

The International Spy Museum in Washington, D.C., features the largest collection of international espionage artifacts on public display and is the only public museum in the US dedicated solely to the profession. However, there is a myriad of free museums and historic monuments within the city to choose from. To promote exhibits and events, the International Spy Museum called upon MDB Communications, whose staffers created this mass media advertising promotion.

“In this branding campaign we showed our real spies – International Spy Museum board members or advisors – appearing ominously out of the shadows,” says Barbara Settle, account executive, Outfront Media (www.outfrontmedia.com). Formerly CBS Outdoor, the out-of-home advertising company was responsible for managing printing and installation for this project. “This meant no matter where people traveled in D.C., they came face to face with an authentic spy,” she continues. “The goal was not to glamorize spydom, but to depict it in flesh and bones.” The result? Year-over-year sales increased 7.2 percent and website visits grew 25 percent.

The 2014 campaign included 17 floor graphics (10 x 12 feet each), two-sheet posters situated at entrance/exit passageways near fare card machines, and numerous car cards located inside trains, near doors and seats – all placed throughout the Washington Metro stations. In the previous year, the campaign included bus kings, more floor graphics, rail panels, two-sheets, and backlit displays on station platforms.

Peeq Imaging (www.peeqimaging.com), a division of ABC Imaging (www.portal.abcimaging.com), was chosen to complete the printing of the graphics. Specifically for the floor graphics, Peeq used 3M Controltac Graphic Film 162-10 with 3M Scotchcal overlaminate 3647 on an EFI Vutek GS5000r UV printer in their Alexandria, Virginia, facility.

“Everything ran smoothly. We’ve done a lot of station dominations in D.C., so we’re very familiar with the material used through the metro system,” says Wayne Schur, Peeq’s managing director.

ABC Imaging started out as a reprographics shop, focusing on architectural blueprints and small printing, but in the last six years they have rebranded with Peeq Imaging, a division that focuses exclusively on grand-format printing.

“People are looking all around – left, right, up, and down – and this is just another visual application that has become very dominant, especially in localized areas,” Schur says about the benefits of floor signage. Most of the floor graphics Peeq prints are for station dominations, but they create many for foyers of construction companies and banks as well.

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