AU2006100746A4 - A Planar Advertising Method and System - Google Patents

Description

AUSTRALIA

ORIGINAL

COMPLETE SPECIFICATION INNOVATION PATENT Invention Title: Name of Applicant: Actual Inventor: Address for service: A Planar Advertising Method and System Zoraemedia Aust Pty Ltd Raelene Denyce McCormick WRAY ASSOCIATES Level 4, The Quadrant 1 William Street Perth, WA 6000 Attorney code: WR The following statement is a full description of this invention, including the best method of performing it known to me:- -2- A Planar Advertising System and Method Field of the Invention The present invention relates method and system of advertising, and a method of creating advertisements provided on a substantially planar surface, particularly, although not exclusively, in car parks or other public areas.

Background Art The following discussion of the background of the invention is intended to facilitate an understanding of the invention. However, it should be appreciated that the discussion is not an acknowledgement or admission that any of the material referred to was published, known or part of the common general knowledge of the person skilled in the art in any jurisdiction as at the priority date of the application.

The facilitation cost, maintenance cost and opportunity cost of providing vehicle parking facility for public use can be substantial. These costs include the cost of maintaining the parking surface, the cost of providing security staff to monitor the facility, the cost of cleaning and maintaining the area including the return of shortterm loan items such as shopping trolleys, the costs associated with any landscaping or other decoration, and finally, the opportunity cost of the real estate that the vehicle storage facility is provided on.

One way to recoup some of these costs is to charge the user of the car pack a fee, which in turn subsidises or alleviates such costs. However, in the case of a car park that is provided adjacent a retail outlet or service facility, the imposition of car parking charges can act as a disincentive to the potential users and customers.

Removing access to car parking while reducing overheads for the owners of the care park can also act as a disincentive to the customers and users who may well travel to other facilities that have access to parking.

-3- Disclosure of the Invention According to the present invention, there is provided an advertising system for public external areas having a substantially horizontal planar hard, sealed surface, the system comprising a primary advertising portion provided upon the substantially planar hard, sealed surface painted thereon, the primary advertising portion including painted graphics. Preferably, the system further includes a secondary advertising portion, whereby the secondary advertising portion comprises first and second substantially parallel elongate rectangular areas, and the primary advertising portion comprises a third substantially rectangular area arranged between the first and second rectangular areas to thereby delineate a substantially rectangular portion of the external area.

Alternatively, the system includes first and second substantially parallel lines provided on the substantially horizontal planar surface, the first and second substantially parallel lines delineating a substantially rectangular portion of the external area, whereby the primary advertising portion is substantially oval in shape and is provided at a free end of the substantially parallel lines.

Alternatively, the external area includes a defined pedestrian area, the primary advertising portion being provided on the pedestrian area.

According to another aspect of the present invention, there is provided an advertising system provided within a vehicle parking area, the vehicle parking area comprising a substantially planar surface having a plurality of delineated portions for parking of a vehicle therein, whereby the delineated portions include a substantially planar primary advertising portion provided on a section of the substantially planar surface.

Preferably, the delineated portions are defined by a pair of substantially parallel lines provided on the substantially planar surface whereby the primary advertising portion is provided substantially perpendicular to the pair of parallel lines and between opposing ends of each of the pair of parallel lines.

-4- Preferably, the delineated portions are defined by a pair of substantially parallel elongate areas comprising a second advertising area, and by the primary advertising area provided substantially perpendicular to the pair of parallel lines and between opposing ends of each of the pair of substantially parallel elongate areas.

Alternatively, the delineated portions are defined by a pair of substantially parallel lines provided on the substantially planar surface whereby the primary advertising portion is a blocked area provided adjacent the ends of one or both of the pair of substantially parallel lines.

Preferably, the blocked area is oval in shape.

In accordance with another aspect of the present invention, there is provided a method for creating an advertising system for public external areas, having a substantially horizontal planar surface, the advertising system comprising a primary advertising portion provided upon the substantially planar surface painted thereon, the primary advertising portion including painted graphics, the method including the steps of: preparing the substantially planar surface; masking portions of the external area to define the primary advertising portion; providing a base material in the defined primary advertising material; providing a coat of material on the base material; and creating graphics on the coat using a stencil.

In a third aspect of the present invention, there is provided a method of advertising goods and/or services by providing advertising on a substantially horizontal planar surface provided in a public external area, whereby the advertising is in a primary advertising portion painted on the substantially horizontal planar surface.

Preferably, the method further includes the further step of providing a secondary advertising portion, whereby the secondary advertising portion comprises first and second substantially parallel elongate rectangular areas, and the primary advertising portion comprising a third substantially rectangular area arranged between the first and second rectangular areas to thereby delineate a substantially rectangular portion of the external public area.

Alternatively, the method includes the steps of providing first and second substantially parallel lines on the substantially horizontal planar surface, the first and second substantially parallel lines delineating a substantially rectangular portion of the external area, whereby the primary advertising portion is a substantially oval in shape and is provided at a free end of the substantially parallel lines.

Alternatively, the external area includes a defined pedestrian area, the primary advertising portion being provided on the pedestrian area.

Brief Description of the Drawings Figure 1 is a schematic perspective illustration of a section of a conventional car park illustrating the use of conventional car park bays for parking vehicles therein; Figure 2 is an schematic overhead illustration of a section of a car park incorporating one or more car parking bays of the present invention; Figure 3 is a detailed overhead view of a car parking bay of the present invention; Figures 4A to 4F illustrate the steps used to create the car parking bay of Figure 2; Figure 5 illustrates a stencil used in the methods illustrated in Figures 4A to 4F; -6- Figure 6 illustrates the dimensions of the advertising areas of a car parking bay of the present invention; Figure 7 is an alternative arrangement for a car parking bay; and Figure 8 illustrates the provision of advertisements on a cross walk in accordance with another aspect of the present invention.

Best Mode(s) for Carrying Out the Invention Throughout the specification, unless the context requires otherwise, the word "comprise" or variations such as "comprises" or "comprising", will be understood to imply the inclusion of a stated integer or group of integers but not the exclusion of any other integer or group of integers.

Figure 1 schematically illustrates a conventional car park 1 with conventional car parking bays 2. As is known in the art, car parking bays 2 are created by providing a multiplicity of substantially parallel lines 3, any pair of adjacent substantially parallel lines defining a single parking bay. The separation and length of the lines 3 is chosen to define a substantially rectangular area that is sufficient for a car to park therein while allowing room for passengers to exit and enter the vehicle when cars are parked in adjacent bays. In practice the actual dimensions can vary, and are often arranged to accommodate as many vehicles as possible.

In many instances a number of car parking bays are set aside or reserved for people with specific needs. For example, some are reserved for disabled persons, some for elderly persons, and some for parents with young children.

These reserved bays are usually identifiable by a simple sign painted on the surface of the car park, within the reserved bay. Conventionally, bays for disabled person have specific marking for example, by painting the car parking bay surface blue (in Australia) or painting the lines 3 blue.

-7- In the present invention, a car park 1 a section of which is schematically illustrated in Figure 2 has three car park bays 2 defined, not by simple substantially parallel lines, but by a first area 4, a second area 5, and a third area 6. The car park 1 comprises a substantially horizontal, planar surface made of a hard, sealed material such as bitumen, asphalt, tar macadam, concrete or the like.

The first, second and third areas 4, 5, 6 are all substantially rectangular in shape.

Figure 3 illustrates this in more detail. The first area 4 and the second area 5 are substantially parallel to each other and arranged in the same way as the parallel lines in a conventional car parking bay. The third area 6 is arranged substantially perpendicular to the first and second areas 4, 5 between one of the ends 7a, 7b or the first and second areas 4, 5. In this way, the first, second and third areas 4, 6 define an internal portion 8 of the car parking bay 2 in which a vehicle would park.

Each of the first, second and third areas 4, 5, 6 are blocked in with a colour and have some graphical marking painted thereon. The term 'graphic' as used herein is used to denote letters, words, symbols, pictures and any other appropriate marking. In the present embodiment, this colour blocking and the graphical markings are in the form of advertising, such as a company logo or some other form of advertising. In the present invention, the graphical markings are the same in all three of the first, second and third areas 4, 5, 6. The first and second areas 4, 5 are designated a secondary advertising areas 15, and the third area 6 is designated the primary advertising area 16. Where two or more adjacent car parking bays 2 are provided, then the first area 4 of one car parking bay 2 will be adjacent the second area 5 of the adjacent car parking bay 2, thereby providing a combined area 8 see Figure 2.

Thus, when a car parks in one of the car parking bays of the present invention, passengers and drivers alighting from the vehicle will immediately see the advertising or imagery present in the secondary advertising area 15. The primary advertising area 16 will be seen by drivers and pedestrians travelling through and round the car park 1.

-8- The first, second and third areas 4, 5, 6 are all made in the same way. Figures 4A to 4F illustrate the steps involved in creating these areas.

The template for the car parking bays of the present invention is the known car park bays defined by substantially parallel lines.

The steps for creating the parking bays 2 (and the first, second and third areas 4, 5,6) are as follows: 1. The car park surface is prepared.

2. Masking material 9 is secured to the car park surface 10 to define the first, second and third areas 4, 5, 6. For high definition edges/areas masking tape is used. Other areas are masked by a straight edge material such as medium density fibreboard (MDF) particle board. Alternatively, a length of continuous rubber matting that is better suited to uneven surfaces can be used. This has the advantage that it removes the need for the MDF board to be weighted down to compensate for irregular/uneven surfaces.

The masking material can be secured to the car park surface 10 by any suitable means. The car parking surface is conventional concrete, bitumen, asphalt or other suitable hard, sealed surface as is known to person skilled in the art.

3. The exposed areas not covered by the masking material 9 are then spray painted with a base material 18. In this embodiment, a standard white paint is used as an undercoat and sealer. Several coats may be required depending upon the porosity of the car parking surface. White is primarily used to more faithfully reproduce brighter colours like yellows and reds.

4. Once the base material is appropriately dry, then a block colour 19 is applied to the base material 18.

When the block colour has been applied and is appropriately dry, then the masking material 9 is removed, and the requisite graphics can be applied.

-9- The graphics are applied using stencils and an airless spray system and paint gun. Figure 4D shows this, where a stencil 11 is being applied to a portion of the third area 6 to apply some wording. Paint is applied over the stencil 11 using an airless spray system and paint gun 20. Graphics are applied to all three first and second areas 4, 5, 6 as required see Figure 4E. Figure 4F illustrates a completed car parking bay 2.

The aspects of these steps will now be described in further detail below.

Stencilinq The stencil 11 used for the application of the graphics is used to apply artwork has and is designed to diminish/eliminate a stencil effect of bridges/breaks common in normal stencils and plates. Standard stencils and templates are inadequate and unable to be used in regards to the finished effect and presentation standards demanded by the advertising clientele. In the present embodiment described herein, the stencils 11 are made using a computerised flatbed router machine from 0.5mm 3mm aluminium sheeting. The stencils 11 are provided with narrow 'bridges' 12 which are less than two millimetres in width. In Figure 5, there is shown a stencil used for forming the letter In practice, the stencils would be more complex. The example used in Figure 5 is used to illustrate the principle of making the stencils for the present invention. In order to create the letter bridges 12 connect the outer area 13 of the stencil with the inner portion 14 (in order to make the letter Unlike conventional stencils, where the bridges are of a significant width, thereby contributing to the disjointed and low resolution appearance of the letters, the bridges 12 in the stencils 11 are of the order of a few millimetres in width.

In the artwork design stage, certain fonts/typestyles are recommended for the text elements of the message/advertisement, whereby they have a quality which either requires no bridges/breaks or substantially reduce the number of bridges/breaks in the stencil fabrication.

The narrow dimensions of the bridges 12, combined with the viscosity of the paint used allow the final painted graphics and images to appear clearly defined without any gaps. Where gaps are unavoidably present, due mainly to complex artwork/logos the operator can retouch those areas with a paint brush. This can only be done within a specific time frame, temperature being the variable, of usually 15 minutes. The time frame window of opportunity to apply this is critical for the successful bonding of the paint.

The minimization of the bridges/breaks in the stencil 11 and because the material used (aluminum) is softer and more malleable when working on uneven surfaces, then the stencils 11 are less robust and prone to damage, so great care must be taken in the handling of the stencil 11.

Surface preparation The surface area must be free of any debris and loose particles, where necessary the surface may also require degreasing, achieved by air or water applied under pressure.

It is important to seal surfaces that are porous, as this can affect the amount of paint product required, the labour component and faithful colour reproduction.

As mentioned above, a base layer of a white colour is first applied to ensure that bright colours such as red and yellow achieve their true colour.

Once this is achieved then the stencils can be laid on the surface in preparation for the application of the coloured layers.

Paint The paint is an acrylic (water-based) outdoor paving paint with a durability/life of to 10 years depending on weather/usage and other external elements. In this embodiment, the paint is preferably abrasive resistant, resistant to atmospheric exposure, and infra-red and ultra-violet radiation.

In the present embodiment, the paint is a water-based thermoplastic copolymer containing a polymer that enhances the hydrophobic of the cured film.

Alternatively, a water-based pure acrylic solution can be used with a solvent combination that is extremely quick drying of the order of ten minutes or so.

-11 In a preferred embodiment, the paint is formulated with an anti-slip component and may also include an anti-graffiti component. It is also formulated with extra pigment. The addition of extra pigment is for three purposes 1. Faithful reproduction of colours demanded by the advertiser.

2. One coat application.

3. Reduce its opaqueness It produces the required aesthetic finish when used in conjunction with the stenciling application. Its viscosity is critical during the application process when used with our unique stenciling application.

Application As mentioned above, car park surfaces vary from very smooth concrete surface, to coarse bitumen surface.

What is required to apply the paint is an airless paint delivery system (available commercially) in combination with a hand piece containing a 2-2.5 mm nozzle, which must be operated by an experienced person, who regulates the amount of pressure delivered. The pressure is determined by the surface texture ie: a smooth surface uses a high pressure, while a rough surface requires a low pressure. The paint is applied in its original consistency so as not to compromise the bonding of layers, durability, coverage and drying time. The finer detail of the finished artwork is affected by incorrect application of the paint product. This determines the commercial value of the finished product.

Figure 6 illustrates typical examples of the dimensions of the first, second and third areas 4, 5, 6 of the car parking bay 2 of the present invention. The first and second areas 4, 5 are approximately 0.5 metre in width (with a length of about 4 metres. Advertising is placed in a central region of 0.4 metre width see Figure The third area 6 is approximately 2.5 to 3 metres in width, and has a depth of 1 metre. Advertising is placed in a central region of a depth of approximately 0.7 metre see Figure 6.

-12- In addition, the car parking bays 2 may be provided with additional signage to indicate that a car parking bay 2 is reserved for certain uses, such as by disabled persons see Figure 2.

The advertising that is provided in the car park bays 2, via the first, second an third areas 4, 5, 6 presents car park owners an opportunity to offset expenses of maintaining their car parks, and to profit by advertising being sold in their car parks.

In the embodiment described herein, an external service provider contracts with car park owners to sell the advertising space defined by the first, second and third areas 4, 5, 6. The external service provider provides a complete service to both the car park owner and to advertisers. They provide sales service to obtain and sell the advertising space, administration services to administer the service and also create the car parking bays 2 in accordance with the method described above. Administration, billing, and comprehensive liaison with the services of a site relations manager, provides for an effortless and cost free association by the Site Owner.

The external service provider determines the advertising rates, and revues market demand annually, on a site-by-site basis. The rates can be based on a number of criteria. These could include, but not necessarily limited to, the volume of traffic that passes the shaped area, the number of vehicles that are typically stored within the shaped area, the prominence of the shaped area, or the prestige associated therewith.

Advertisers select which car parks to advertise in based on either, the demographics of the users of the car park, the geographical location of the car park, or both.

Limitations as to the type of advertisers may apply at some sites and would be primarily in regards to conflicting advertising.

-13- The site owner also has the option of submitting an "Excluded Advertiser Schedule".

The "Excluded Advertiser Schedule" identifies those advertisers, which are considered by the car park owner, to be in conflict with other advertising or sponsorships, associated with the site.

Key Benefits for the car park/site owner are: No investment of capital, time or personnel.

No structures need be erected.

Income generation from an existing asset.

Reducing car park maintenance costs and eliminates tendering costs.

Branding the bays and cross media promotions that are sponsored by the advertisers.

Improving the aesthetics of the car park.

A consideration for car park owners is that each bay that carries advertising also offsets the site owners' expenses in maintaining that bay.

It follows that if 30% of the car parking bays carries advertising, then line marking maintenance costs would also be reduced by 30%, as the paid advertising replaces the need for line marking maintenance on those bays.

In another embodiment of the invention, primary advertising areas 16 are provide at the end of conventional car parking bay lines 2. This is illustrated in Figure 7.

The primary advertising area 16 is an oval shaped area having secondary and primary diameters of 45 cm and 75cm with appropriate graphical markings.

These primary advertising areas 16 are magnified in Figure 7 for ease of -14illustration. The standard line marking is replaced with the advertiser's colour for effect. The primary advertising area 16 is made in the same way as for the first embodiment described above. Rather than having primary advertising areas 16 provided at the end of each car parking bay line 2, they could be provided at every second line i.e. one primary advertising area 16 for each car parking bay 1.

This embodiment is designed for larger sites and sold on lower traffic or outer car bays. The advertising is sold in "streets". A "street" is sold with a minimum of bays.

In a third embodiment, primary advertising areas 17 are provided on crosswalks.

This is illustrated in Figure 8. The graphics are created as before.

It will be evident, that such advertising can be provided in a variety of other areas, such as laybys and bus stops.

Claims (4)

1. An advertising system provided within a vehicle parking area, the vehicle parking area comprising a substantially planar surface having a plurality of delineated portions for parking of a vehicle therein, whereby the delineated portions include a substantially planar primary advertising portion provided on a section of the substantially planar surface.

2. An advertising system according to claim 1, wherein the delineated portions are defined by a pair of substantially parallel elongate areas comprising a second advertising area, and by the primary advertising area provided substantially perpendicular to the pair of parallel lines and between opposing ends of each of the pair of substantially parallel elongate areas.

3. An advertising system according to claim 1 wherein the delineated portions are defined by a pair of substantially parallel lines provided on the substantially planar surface whereby the primary advertising portion is a blocked area provided adjacent the ends of one or both of the pair of substantially parallel lines.

4. A method for creating an advertising system for public external areas, having a substantially horizontal planar surface, the advertising system comprising a primary advertising portion provided upon the substantially planar surface painted thereon, the primary advertising portion including painted graphics, the method including the steps of: preparing the substantially planar surface; masking portions of the external area to define the primary advertising portion; providing a base material in the defined primary advertising material; -16- providing a coat of material on the base material; and creating graphics on the coat using a stencil. A method of advertising goods and/or services by providing advertising on a substantially horizontal planar surface provided in a public external area, whereby the advertising is in a primary advertising portion painted on the substantially horizontal planar surface. Dated this 2~?7 day of August 2006. Applicant Wray Associates Perth, Western Australia Patent Attorneys for the Applicant(s)