The Challenge

Praxair, one of largest industrial and specialty gas companies, needed to raise awareness for its RealWeld Trainer – a live-arc welding trainer – as a solution to the skilled welder shortage. With Elevation’s help, Praxair was able to activate a media program and strategy around the exclusive product.

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Our Approach

Elevation Marketing investigated leading industry and trade publications’ editorial calendars and pitched stories to editors and publishers. Elevation also sourced a customer success story from a large equipment manufacturer in the Midwest, then created direct marketing collateral for a national “Road Show” demonstrating the product to cement the media effort.

The Results

  • Secured story placement and highly-credible earned media coverage
  • Reached more than 200,000 targeted industry professionals through editorial coverage
  • Generated more than 1.2 million media impressions through media coverage

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