‘Big-Bike’ Builder Taps Joiner

American IronHorse of Fort Worth, Texas, has hired Joiner Rowland Serio here as its agency of record after a review of undisclosed shops.
The firm, which hand builds high-performance, custom motorcycles for “big-bike” enthusiasts, named JRS after a review of agencies located in Dallas, the Southeast and West Coast, according to co-founder Tom Edmondson.
Besides the JRS presentation of a proposed themeline–“We breed the world’s finest bikes”–Edmondson enjoyed the two-wheel enthusiasm of agency principal Jay Serio, a self-described bike “nut.”
“We’re using an ad agency to try to pinpoint our clientele,” now that AIH is in its second full year of commercial production, said Edmondson.
Serio said the shop’s work will primarily consist of print ads, collateral and catalogs promoting the company’s motorcycles and later touting AIH’s fledgling retail apparel outlets. Magazine ads will include buys in Easyriders, American Iron and Big Twin.
Two television commercials are also in the works, primarily for in-store usage by American IronHorse’s 200 dealers nationwide and for the company’s sponsorship of World Championship Wrestling-New World Order pay-per-view events. There may also be periodic buys on cable outlets, perhaps ESPN and ESPN2, said Serio. “Of course, we’re targeting a very, very, very male-skewing audience,” he said.
That group is also an affluent target which can afford the $23,000-29,000 custom “toys” built by American IronHorse, said Edmondson.