Kent shop signage

The AA approached Identity to supply and install the graphics of a new shop front in the Eurotunnel Le Shuttle Terminal based in the UK.

The AA has been around for over 100 years originally forming in 1905 and has a membership base of just under four million. The company provides a premium breakdown service throughout the UK and in recent years has expanded its service offering to include travel advice, driving schools, finance and insurance.

Eurotunnel and The AA approached Identity to supply and install the graphics of a new shop front in the Eurotunnel Le Shuttle Terminal in Ashford, Kent. The two organisations wanted to encourage visitors passing through the terminals to visit the shop to purchase goods and services before travelling to France.

Identity worked closely with The AA to produce visually impressive graphics which covered the entire shop front and surrounding walls. Using a combination of digitally printed wallpaper, clear vinyl and block colour vinyl the end product was an entire area of the terminal dedicated to The AA. The impressive design coupled with a high quality finish provided our client with the premium look and feel they required in order to boost customer numbers.

Increase in footfall

Since the completion of the project the footfall of visitors has steadily increased giving The AA a recognised presence within the main terminal building.

case study fact


28,000 breakdowns

The AA had their busiest day in history on 20th December 2010 when they had a total of 28,000 breakdowns

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