International win wraps up fantastic RWC 2011 Tournament

27 October 2011

International win wraps up fantastic RWC 2011 Tournament

An impressive Rugby World Cup 2011 building wrap adorning the Tower Building in downtown Auckland has won the top prize at the International Wrap Artist Competition at the SGIA Expo in New Orleans, USA.

The Auckland Tourism, Events and Economic Development (ATEED) commissioned building wrap is part of its city presentation programme using the organisation’s World’s Here To Play campaign and was awarded the Best Building Wrap Outdoor Advertising Award and the overall best-in-show.

Omnigraphics, New Zealand’s leading large format digital printing company produced the mammoth building wrap and entered it into the competition. The wrap took nearly two weeks to install, transforming the 1,242 square metre Tower Building located at the corner of Queen and Customs Streets. It is the biggest building wrap ever installed in New Zealand.

ATEED’s Chief Executive, Michael Redman, is thrilled with the win.

“It’s a great international win during a once-in-a-lifetime Tournament for Auckland,” says Mr Redman.

“The building wrap has added colour and excitement to the vibrant downtown area and welcomed both visitors and residents to Auckland, and it’s great to see it gain international recognition.”

Steven Spear, General Manager of Omnigraphics, attended the awards ceremony in New Orleans on Thursday, 19 October to accept the prestigious award.

“We are elated that our work has won such high accolades and put New Zealand on the map in this industry,” says Mr Spear.

“This is the biggest building wrap we have ever installed in New Zealand and we are ecstatic with the way it turned out.”

Printed with a Vutek 3360 machine on ContraVision see-through perforated window film, the buidling wrap allows light to pass into the offices behind the glass, and for the occupants to see out.

The graphic was designed by Ogilvy New Zealand and project managed by ATEED’s Bernadette Ezeokoli, Programme Manager, Major Events as part of the ATEED RWC marketing campaign, managed by Ben Rose.

“This building wrap was three years in the planning and was inspired by installations at other large-scale sporting events around the world,” says Ms Ezeokoli.

“It was amazing to see it come to fruition in Auckland adding to the international vibe in the city throughout this Tournament.”

Michael Redman commends Bernadette’s commitment to bringing the project to life.

“The Tower Building wrap was definitely the largest piece of work in our RWC 2011 marketing campaign. To have it recognised internationally is a testament to the relationship Bernadette built with AMP Capital Investors, and in turn their commitment to being part of Auckland’s biggest event to date,” says Mr Redman.

The overall campaign win also included the 536 square metre glass frontage of Auckland’s KPMG building which Omnigraphics transformed into a photograph of haka-performing Samoan rugby players.

Now in its third year, the International Wrap Artist’s Competition recognises achievement in advertising using ContraVision see-through window graphic materials. Its international team of judges comprised Lisa Tomlinson, planning director of McCann Advertising UK; Duke Zimmerman, chief executive Zimmerman Fine Art, USA; Val Hirst, editor of Sign Directions magazine and Australia’s Stan Kilpin, publisher at Cygnet Publications.

Spokesperson for the judges, Lisa Tomlinson says, “As head of planning for a large advertising agency, it has been fascinating to see how see-through window graphics are being used to extend corporate and brand campaigns. This is something which I will ensure we will add into the media mix for our clients.”

The full list of winners is:

• Omnigraphics NZ – Overall International Wrap Artist
• Omnigraphics NZ – Best Building Wrap
• Wacoal Japan – Best Internal Application, Interior Design
• VGL Graphics UK – Best Vehicle Wrap
• Sheridan & Co UK – Best Retail, Point-of-Purchase

AMP Capital Investors, who manage the Tower Building, were instrumental to the installation of the building wrap generously allowing the project to proceed.

ENDS

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