The York-based print business has upgraded its 11-year old Xeikon 50D machine to the new model in a bid to open up a raft of new markets and print a larger range of job formats.

John Richardson, managing director of Wood Richardson, said the company's longstanding relationship with Xeikon led to the latest investment.

He said: "The difference between the two machines is significant. We are impressed with the specifications and capabilities of the new unit."

According to Richardson, the Xeikon allows the 27-staff company to print A4 6pp landscape brochures, posters, wrap-around book covers, and other over-size products.

The company's latest investment can print on up to a width of 500mm onto a wide variety of substrates, including weights of up to 350gsm.

It complements a litho offering powered by a B2 six-colour Heidelberg Speedmaster CD74.

To promote its new digital machine, Wood Richardson has launched a new marketing campaign christening the Xeikon 'Big Red'.

Richardson said: "The introduction of 'Big Red' grows our digital capability significantly.

"Originally many buyers saw digital as quick, short run print, but the Xeikon 5000 opens up so many more doors, and this new promotional package is aimed at explaining all of that to our customers and print prospects."