Audio-Technica’s IFA debut sets the stage for all-new Consumer Headphone Range


Leeds 07-19-2007 Audio-Technica, the leading Japanese manufacturer of high-performance microphones, headphones, wireless systems, mixers and electronic products for home and professional use has confirmed it is to use IFA, the world’s largest Consumer Electronics Show, as the European launch-pad for its impressive new range of consumer headphones.

Well-established in its home market of Japan, where it is the number two brand in this hugely competitive arena, Audio-Technica will be using IFA as the foundation of its marketing plans to establish Audio-Technica headphones in the hearts and minds of European consumers.

The new headphone range has something for just about everyone – with funky colour-matching headphones for the most fashion conscious iPod nano owner, headphones that deliver superlative hi-fi levels of performance, in-ear headphones that look and sound superb and even noise-cancelling headphones that just make travelling so much more pleasant.

Also on display will be the company’s range of highly desirable wooden headphones crafted from Japan’s finest Hokkaido cherrywood demonstrating once again the high standards of Audio-Technica’s in-house design team of quality and performance through design that are the company’s watchword.

Simon Hedges, the company’s Consumer Business Development Manager, explained; “We know that our consumer headphone range makes a very impressive offering that consumers will find hard to resist. We are looking to work with the very best distributors and retailers across Europe to build our market – and help them to grow their businesses. Our performance in our Japanese home market has proven the desirability of our headphones and so we are looking forward to using IFA as the perfect opportunity to introduce Audio-Technica to all European markets at the same time.”

A new summer advertising campaign targeting over 12 million UK consumers has already started and following the launch earlier this year of its own e-retail site – atheadphones.com – Audio-Technica is expanding the online presence of its headphones, with a high-profile campaign of advertising and promotion on leading entertainment and retail websites; contactmusic.com, HeadphoneWorld.com and iWorld. In addition, the company is again targeting business commuters with an advertising campaign in both the easyJet and FlyBe In-Flight magazines.

Distributors, retailers and consumers are all bound to be beating a path to the Audio-Technica Stand, which can be found in Hall 1.2, The Home Entertainment Hall, Stand No: 111 at IFA, at Messe Berlin, 31 August to 5 September 2007.

Anyone interested in arranging an appointment to discuss this new business opportunity from Audio-Technica at IFA should contact Simon Hedges or visit the headphone team on the Audio-Technica stand.