Stanley Steemer Vans Drive Off with Two ADDYs Sports-themed Vehicles Receive Top Honors at Annual

Advertising Awards Ceremony



    COLUMBUS, Ohio, Feb. 25 /PRNewswire/ -- The Columbus Advertising
 Federation celebrated its 90th anniversary and recognized the most creative
 work produced in 2001 at its annual ADDY Awards Ceremony held February 12 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 the team's "official carpet cleaner." While this was a good
 first step, the company was looking for even greater impact to really leverage
 its relationships with the NFL and NHL franchises. Having experienced
 considerable success with the graphics designed for Stanley Steemer's Air Duct
 Cleaning vehicles, the company decided to take about one-third of its fleet in
 each city (Denver and Columbus) and use them as moving billboards supporting
 the sports affiliations. Given that each van visits, on average, 25 homes per
 week and logs approximately 500 miles in that time, the vans provide a
 relatively inexpensive way to reach thousands of consumers.
     With the objective in place, it was up to Holcomb Gallagher Adams to
 create attention-getting graphics that would immediately tie Stanley Steemer
 to the Broncos in Denver and the Blue Jackets in Columbus. According to Susan
 Holcomb, Creative Director, "We refused to just throw the team's logo up on
 the van and call it a day. (Stanley Steemer's) school-bus yellow van is the
 most identifiable symbol of the company. The graphics we designed had to meet
 the team's logo usage guidelines, be quickly understood by the consumer and
 work in harmony with the van. Our top priority was to reinforce the
 relationship without compromising Stanley Steemer's brand identity." 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.
     In Denver, this meant transitioning from Stanley Steemer yellow into
 Bronco orange behind a five-foot tall profile of the mascot's head on the
 sides of the van and positioning the team's "dancing stallion" with the words
 "Official Carpet Cleaner of the Denver Broncos" on the back of the van. The
 Columbus vans sport the Blue Jackets' logo on both sides and the rear of the
 vehicle and have a faint image of Stinger hiding out in the background on each
 side. Again, the company's designation as "Official Carpet Cleaner" for the
 team is clearly spelled out.
     The resulting designs are truly amazing and 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 reaction from the trade has been equally
 enthusiastic. In addition to the two ADDYs from the Columbus Advertising
 Federation, the Blue Jackets-themed van has appeared in Street & Smith's
 Sports Business Journal and the Team Marketing Report.
     The two van designs will now be sent on to compete in the Fifth District
 Advertising Federation ADDY competition, to be held in Louisville, Kentucky
 later this 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. In
 response to the awards, Ms. Brooks says, "We have been very happy with the
 designs from the very beginning, but the industry recognition has been
 wonderful. It's nice to know that other, more objective, professionals
 appreciate the creative work as well." Michael Humes, Columbus Blue Jackets
 Senior Vice President of Business Operations, added, "The Blue Jackets have
 enjoyed a great partnership with Stanley Steemer. We'd like to congratulate
 Stanley Steemer and HGA, who is also our new advertising agency of record, on
 the ADDY Awards recognizing the excellence of their Blue Jackets' branded
 vans."
     Founded by Jack Bates in 1947 and headquartered in Dublin, Ohio, Stanley
 Steemer has grown from a "garage operation" to one of the nation's leading
 residential carpet and upholstery cleaning companies, achieving over
 $250 million in system-wide sales for 2001. From its humble beginnings, it now
 includes a network of 240 franchises and 38 company-owned locations in
 47 states. Under the direction of Wesley C. Bates, President and CEO, Stanley
 Steemer International, Inc. has expanded beyond residential carpet and
 upholstery cleaning into commercial cleaning, a line of proprietary carpet
 care products, air duct cleaning, hard surface cleaning and floor covering
 sales and installation.
 
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SOURCE Stanley Steemer International, Inc.

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