Case study: Size matters

When it comes to major billboards and outdoor campaigns the big boys call on Boston Digital. As preferred supplier to APN Outdoor and iSite, when it comes to sticking things up and wrapping things up - from the smallest to the largest - Boston Digital have the vision, skills, materials and capacity covered.

When it comes to major billboards and outdoor campaigns the big boys call on Boston Digital. As preferred supplier to APN Outdoor and iSite, when it comes to sticking things up and wrapping things up – from the smallest to the largest – Boston Digital have the vision, skills, materials and capacity covered.

Over the past five years Boston Digital has experienced rapid growth of nearly 50 percent, driven by investment in large scale, high quality printing innovation and equipment, and by adopting latest global trends. The growth has resulted in increased capacity to tackle the big jobs, whilst the focus on innovation and investment in new machinery means that campaign costs remain attractive to the end users, the businesses funding the campaigns.   

From packaging, posters and point of sale displays to fleet signage, buses and billboards, Boston Digital has become supplier of choice for the biggest jobs in town. Auckland’s Downtown Shopping Centre ‘supersite’ is the largest single billboard in Australasia. It’s managed by iSite and Boston Digital handles the production and installation. Boston Digital is also the largest producer of bus graphics for iSite and NZ Bus.

Unlike other mediums, outdoor advertising is experiencing a rebound globally, and locally the 2012 - 2013 summer season reflected this trend. The traditional summer lift is obvious, especially on buses. Auckland billboards have been making headlines of late, as they’ve become the new battleground for corporate warfare. Whether sniping, boasting or launching a new brand, attention grabbing prime display space is a source of pride for many businesses and stakeholders.

Outdoor advertising remains cost effective, says Boston Digital’s Managing Director, Craig Polley. “New technology has allowed Boston Digital to increase capacity, flexibility and most importantly create cost savings as we keep an eye on the latest international trends.” Polley is departing shortly on a fact finding mission to Japan and Korea to investigate the latest trends in billboard technology and advertising.

Boston Digital has invested significantly in new equipment over the last three years and further investment is already earmarked for the next quarter. The continuing investment allows the company to stay ahead of the competition, adopting the latest trends in efficiency and environmentally friendly performance, while maximising cost savings.

At its central Auckland plant where it’s been headquartered for 18 months, their latest purchase is getting settled in. It prints up to five metres wide, 150 square metres per hour, on high quality mode. The extra width will reduce the need for “welds” on the big jobs, saving on man hours and extra printing.

Boston Digital’s speed and flexibility are increasingly sought after as competitive campaigns evolve at pace. With their 24/7 operations in Auckland and Wellington they can literally receive artwork in the afternoon and have it printed and ready to hang by the next morning.

Soft signage printed onto fabrics is rapidly becoming the preferred medium internationally; it is cheaper, better for the environment and incredibly high quality. The environmental performance improvements are made through the use of water based inks; recyclable materials and material weight savings. Lighter material which can be rolled up for transport makes it easier and more economical to pack and ship.

Weight is a significant factor, especially when you consider that a PVC banner for the Westfield Downtown site can weigh up to 900KG. Not only is this a challenge to transport, it is also increases the challenge for the installers. New materials that Boston Digital have trialed will make huge savings, able to cover the same site with materials weighing approximately 230-250KG. 

Retail signage and installations are increasingly big business for Boston Digital. At the point of purchase where decisions are made, Boston Digital’s teams produce both external and internal signage, flexible to requirements.

Recently the company produced and installed indoor and outdoor signage for 85 Independent Liquor locations nationwide. The attractive signage and fittings combination has enabled Independent to leverage significant shelf space and major advertising real estate in tandem.

fly buys bus wrapFrom smart cars to buses, boats to small planes, Boston Digital installs fleet vehicle signage on site or off site in both Auckland and Wellington. The company’s huge workshops fits multiple cars or vans, trailers, even V8 vehicle transporters. Working to the highest quality, the team employs the latest techniques to manage costs.

The cost of wrapping a vehicle is far cheaper than painting, it’s so easily applied and removed, can be quickly updated and it preserves resale value for fleet vehicles. Boston Digital is so confident in the abilities of their teams that they provide warranties up to seven years. 

Boston Digital does every job inside out, and that can be literal sometimes, like the latest Flybuys bus campaign (left). They stand by their work, and take pride in seeing the results plying the roads, making a sizeable impact.


Email Craig Polley
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