Pittsburgh Newspaper Uses Full Bus Wrap in New Branding Campaign

Months of work and a team effort by three South Hills companies has produced perhaps the area’s most unique transportation vehicle. A full size Mid Mon Valley Transit Authority bus has been completely transformed into a 40-foot long lawnmower on one side, and a red wagon on the other. The bus was covered by a full color vinyl wrap advertising the South Hills-Mon Valley Messenger, a community newspaper that services the South Hills of Pittsburgh. The graphics were designed by ocreations and produced by Mon Valley Signs. With a daily route that begins in Donora and travels through the South Hills into downtown Pittsburgh, the bus is seen by thousands in the area every day.

After the newspaper changed their name to the South Hills-Mon Valley Messenger last year, they needed to re-establish their identity and chose transit advertising as one of their primary marketing tactics. “We wanted to get people to notice us,” said Doug Haniford, owner and publisher. “It was important for us to continue to position ourselves as a neighborhood newspaper with a hometown feel,” he said.  “We felt like the old-fashioned wagon and other images on the bus helps bring that feel to life.”

“We had carte blanche to be as creative as possible to maximize exposure,” said Shawn O’Mara, senior partner at ocreations. By incorporating the wheels of the bus into the design of the wagon and mower they achieved their objective as well as portrayed the campaign’s theme of “news from your backyard”.

Mon Valley Signs, based in Charleroi, created the graphics on vinyl and provided detailed specifications on the measurements of the bus as well as all of the outside panels and clearances. “We covered every possible inch of the vehicle,” said Dave Zahand, president of Mon Valley Signs. This process required months of close communication between all three companies. “A lot of hands were involved, but everyone was working toward the same goal,” said Haniford.