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New branding conserves environment
Until recently, Europcar used vinyl decals for branding vehicles at events, such as sponsorships, discarding the decals once the event was over. In a search for a more eco-friendly solution, the marketing team discovered Car Skins, a 100% polyester fabric that stretches around the bonnet of the car, using an elastic chord.
The graphics are printed using a dye sublimation process, which means the colours are durable and ensures that the skins can withstand sunlight and washing.
"This method of branding not only saves us having to discard vinyl, which damages our environment, but it also saves costs because the branding can be reused at all our sponsorship events," says Zavi Stein, GM: marketing for Europcar.
"As a car rental company with 17 000 vehicles, we do have an impact on the environment, which is why we have instilled tangible measures to reduce our carbon footprint in every way possible, as opposed to just offsetting it. We have analysed our business and have made it our mission to find more environmentally-friendly ways of operating and this includes looking closely at our marketing initiatives too," she says.
