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CASE STUDY CULINA LOGISTICS
Page 53
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Culina Logistics has been using the Kip Fixx (now Traxx) system, a framing technique for swapping adverts quickly, since October 2004.
Its priority was to advertise its own brand, but CM reported in 2006 that the firm was considering the economic benefits of publicising other brands on its trailers, Sales director Andy Newnes reveals Culina quickly realised that despite having a "fantastic offering" for advertisers, the firm was out of its depth when discussing campaigns with media agencies yet to be sold on the idea.
So it turned to In Your Space for help. The agency has negotiated deals with clients for which Culina already transports freight, as well as producing its own branding campaigns and charities. In February, for example, it carried adverts featuring the late comedian Bob Monkhouse to raise awareness of prostate cancer. Culina's trucks were chosen in favour of static billboards to target 25-to-54-year-old male business drivers.
Culina vehicles have also advertised the likes of the Wild Bean Cafe. Mitsubishi L200 and Nissan Navara, as well as In Your Space's own marketing campaign, which featured a 45-foot shark in a 3D fish tank.
Culina has a fleet of more than 500 trailers. Though not all are fitted with Trakc Newnes says 80 are used for the firm's own branding exercises. He says: 'There's an additional revenue stream from existing clients using it, along with companies outside fast-moving consumer goods and our own campaigns." He says the company has double the number of trailers it needs to operate in its market, so downtime isn't an issue.