LAST Saturday’s inaugural Ram Goat Run wasn’t the only thing making its debut. The Jamaica Observer also showcased its Auto-mobile, a ‘publication-specific’ 2013 Volkswagen Passat CC sport.

“This was devised as a cool and creative way to showcase the Jamaica Observer’s Auto section,” said Natalie Chin-Watkins, advertising/marketing and communications boss.

The attractive coupe-like lines of the Passat CC were enhanced by head-turning graphics that wrapped completely around the car. The full vinyl wrap, which includes key covers along the sides, was done by Kingston-based iprintdigital. The seven-year-old company specialises in branding solutions.

“We do all types of signs across various mediums,” Sophia Somers Williams, sales manager at iprintdigital, told Auto.

Somers Williams said vehicle wrapping can build brand awareness and her company boasts some high-profile corporate giants, including LIME and Digicel.

“We can wrap mostly anything — boats, aircraft — you name it, we can brand it for you,” she said.

In the case of the Observer’s Passat CC Sport, the whole thing was done in-house in about 36 hours from final design sign-off using high-quality 3M brand vinyl wrap and given a special coating to enhance and protect the graphics.

“We normally have an average three-day turnaround period once the customer has agreed on the final design, but it was all hands on deck to meet the deadline so you could have the car ready for its Saturday debut.”

She highlighted the durabilty of the wrap.

“The wrap can last for up to 10 years and can be removed without damage to the underlying paint,” Somers Williams said.

Even without the graphics the Passat CC Sport is a desirable machine containing a 212bhp, 2-litre turbo-charged motor and a fabulous interior, available from ATL Automotive.

The Auto-mobile’s next assignment will be the Rally Jamaica finale in Bog Walk, St Catherine, on the weekend.