Wed | Sep 20, 2017

Police and public welcome newly branded motor fleet

Published:Sunday | November 27, 2016 | 11:00 AM
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The first batch of pre-owned cars procured through the Ministry of National Security for the Jamaica Constabulary Force (JCF) was branded with messaging from the ministry's ongoing public education campaign and sent to the St James Police Division.

Minister of National Security Robert Montague said that the vehicles would help increase the police presence in St James and motivate the residents to speak up about illegal activities.

"The advertisements on the cars are telling citizens to aid in crime-fighting initiatives. You will see messaging against domestic violence, lottery scamming, and praedial larceny, along with the encouraged use of the Stay Alert App by the public, among other security operations," Montague explained.

Vehicle graphics and wraps are an innovative method of advertising and building awareness that the minister is taking full advantage of.

The pre-owed vehicles are all Toyota Corolla Axio AWD. The cars were retrofitted with blue siren lights and general packet radio service (GPRS) so that personnel can track the locations of the units. I Print Digital, a local creative branding solution agency, was tasked with branding the cars.

Reeshma Ragbeer, senior sales executive, said: "It's always a pleasure working with our existing partners and new clients. A lot of people were involved in this project, and we were all excited to be a part of it. We are all exposed to the element of crime, and an initiative such as this is comforting and reassuring to us as citizens of Jamaica. There was a strong sense of national pride."

 

Cultural acceptance

 

Branding only succeeds when there is cultural acceptance. In Jamaica, vehicle branding has become extremely popular, especially on public transportation vehicles and corporate carriers. The practice includes the complete or partial wrapping of a vehicle with special messages.

"The creative process of branding vehicles varies but usually takes the most time of all the steps as what is approved is an indication of what the final outcome is expected to be. Once approvals are received, we move to a two-to three-day print production process then to scheduling of installation. The size of the artwork was relatively small, so installation was completed in one day for this project," Ragbeer explained.

Vehicle graphics and wraps are an extremely cost-effective way to promote your business or message around town and across the country. Once you have applied the graphics, there is no monthly expense.

"The ministry's partnering agency, OGM Integrated Communication, provided the graphics and we decided that the most appropriate solution was a reflective adhesive vinyl material. This was applied directly to the surface of the vehicles and allows for both day-and night-time visibility of the marketing message," she added.

Vehicle wraps, especially those using high-performance vinyl materials and relatively in-expensive digital printing last for a long time (typically five or more years), are harmless to the vehicles, and can be easily removed. If you need to change a portion of the graphic to update your address, telephone, number etc, it is very easy to do.

The minister went on to say that the procurement of the remaining vehicles had been completed and that they would be deployed to all police divisions. He also appealed to the police to take care of the vehicles as they now boast critical messages for the public's benefit.