Ocean Digital Printing transformed its Coventry premises and carpark into a beach to celebrate its launch last week.

The new business, which runs a Xeikon DCP 500 D supplied by Openshaw International, is the result of more than a years planning by parent company Lithocraft, the Coventry-based repro house.

Consultant Jennifer Freeman was brought in to plan the "carefully themed" launch. All print on display had a beach theme, and the smell of coconut oil and seaside sounds were piped throughout the building during the customer visit, which was presided over by tour guides.

Freeman, who is known for her themed campaigns she was behind the Mr Potato Head campaign for Hampshire printer Kent Edwards spent months planning the launch day.

But the pre-launch teaser campaign ran into trouble when small bags of sand it sent out were mistaken, by some recipients, for anthrax. The rest of the campaign was carried out in co-operation with Special Branch.

"One lady from Leamington Spa thought she was getting a death threat from Bin Laden," said Freeman.

Ocean will initially employ five staff. Production director Mick Burvill, deputy manager Tyrone Power and Xeikon operator Erica Dearnden are internal appointments along with sales advisers Mark Worthington and Dave Stretter.

Lithocraft managing director Ron Hoe will handle large accounts.

Story by Lauretta Roberts