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. MAKE YOUR OPINION COUNT - Click Here http://tbutton.prnewswire.com/prn/11690X56757164
SOURCE Stanley Steemer International, Inc.