ESAB | Orange County Choppers
A souped-up partnership.
Client: ESAB Media: Digital, Print
The challenge.
ESAB, the world leader in welding and cutting gear, was set to become the official equipment provider to Orange County Choppers, the custom motorcycle shop featured on the hit television show “American Choppers.” Of course this would be huge with ESAB’s audience, so our job was to spread the word and make the most of this exciting news.
Our answer.
The creation of a one-of-a-kind ESAB-themed bike by Orange County Choppers was the first step in the promotion of the partnership. We coordinated the photoshoot as TLC unveiled the bike in dramatic fashion at the Paulus Hook Pier in New Jersey, in front of a giant 9-11 monument. We created promo posters, life-size cutouts, print ads, and a website that featured Paul Teutel, Sr., the star of American Choppers. We also showcased the ESAB chopper at tradeshows and other industry events. We even redesigned the ESAB lobby, where the bike is parked today.
The results.
Paul Teutel hung out ESAB’s booth at FABTECH, the industry’s biggest tradeshow, and helped attract more traffic than ever before. Even better, this unique partnership helped ESAB connect with its core audience in an all-new way, solidifying its position as top dog in the industry.
The work.
Client profile.
ESAB is the world leader in the production of welding and cutting equipment with 30 manufacturing facilities around the globe.
A word from our sponsor.
We thank Crowley Webb for their support and are pleased to be a part of their client mix.
Sue Bartholomew, ESAB Director of Marketing