walczy+hamilton takes client to the stars

» Job: Position a small, relatively unknown Frederick custom motorcycle builder as a leading manufacturer of high-end bikes. Elevate public awareness of its brand to a national level to compete for market share with better known industry giants.

» Agency: walczy+hamilton llc, with offices in Bethesda and Annapolis

» Theme: Building extraordinary bikes for extraordinary people

» The Concept: Research shows that the majority of the public perceives motorcycle enthusiasts as crude, rough around the edges, high-strung, gearheads. The agency challenged that image with a campaign that targeted high-income, sophisticated motorcycle enthusiasts by positioning motorcycles built by Metropolitan Choppers as works of art.

» The Plan: Roll out a national, integrated marketing campaign reflecting the company’s new upscale image and positioning. Mix print material and direct mailers with an aggressive public relations and promotions plan that includes national television appearances and events linking Metropolitan Choppers with entertainers, sports figures, Fortune 500 business executives and other celebrity figures. For example, the agency mailed Metropolitan Choppers brochures to Fortune 500 CEOs and other executives. The firm’s motorcycles were featured as prizes on the television show “Fear Factor” and Donald Trump plugged the cycles at his annual celebrity golf tournament.

» Creative Team: Jim Walczy, senior partner (creative director), Elizabeth Hamilton, partner (account director), Jon Meyers (art director), Jamie Stup (web design), David Schwab (event management and promotion)

» Background: Jim Walczy and Elizabeth Hamilton formed walczy+hamilton in November 2001 after years at big-name agencies. walczy+hamilton created a unique business model that keeps the agency’s creative and account teams fresh and working on accounts suited to their professional experience, personalities, and personal likes and desires. The agency workswith such clients as the PGA of America, Westin Hotels & Resorts, California Tortilla, Jack Nicklaus Golf, Genesis Healthcare and the Soggy Dollar Bar in St. Johns, British Virgin Islands.

» Working on Next: 2007 radio campaign for Genesis Healthcare and a repositioning and rebranding campaign for BaySaver Technologies.