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Transit Stations Under Wraps

Burton Imaging's output work dominates in Miami.

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By Clare Baker

In Miami, FL, with its colorful cityscape and eclectic sights and sounds, boring, everyday ad campaigns will, at best, fade into the background-and at worst, never be noticed at all. So how to quickly capture the attention of the passersby soon to be met by the next distraction? Plastering graphics on every inch of available ad space in high-traffic areas in the city’s transit stations is one way to go. In other words, launch a "station domination."

Miami-Dade Transit stations, the public transit authority in Miami-Dade County, house several of these campaigns throughout the year. In the last quarter of 2006, Philadelphia-based Burton Imaging Group produced nine of these attention-demanding promotions for four Miami-Dade stations including Miami South, Dadeland North, Dadeland South, and Government Center (the hub of Miami-Dade Transit travel). The range of applications for each campaign comprised wall and floor graphics, light boxes, and header signs, and two of the stations-Dadeland North and Dadeland South-also featured column graphics as well.

These nine installations-completed for two Florida-based clients, AvMed Health Plans and Jackson Memorial Hospital-were passed on from CBS Outdoor to Burton Imaging, a company that has had 15 years experience in producing transit graphics and has executed work for CBS Outdoor transit markets across the country. "We’re very involved with CBS Outdoor, and we probably do 75% of the work that is done on transit in Miami-Dade County," says Scott Segen, Burton’s CEO.

Domination creation
Designed by the clients’ ad agencies, the digital files for the "station dominations" were handed off to Burton by CBS Outdoor. Using Adobe Photoshop and Illustrator, the shop tweaked the files as needed. "There was minimal manipulation [to the files]," says Segen. "What was done primarily was rescaling and resizing files to get the most advantageous and aesthetically pleasing looking image."

PDF proofs of the images were sent to the clients’ ad agencies and CBS Outdoor for approval. Any necessary physical proofs were printed on the same material to be used for final output at one-third the size of the final image.

While the sheer number of ads and graphics that a station domination employs is bound to catch a person’s eye, an interesting application of those ads will do so all the more. The dozens of cement columns lining the train platforms at Dadeland North and Dadeland South provided just such an opportunity.