- online advertising and promotion campaign to target 10 million potential headphone consumers
- easyJet in-flight ads follow tube campaign
Audio-Technica, a world leader in the design and manufacture of audio electronics, has announced a summer advertising and promotion campaign to promote its internationally acclaimed headphone range, recently introduced into the UK. The company, which earlier this year launched its own e-retail site – atheadphones.com
– is expanding the online presence of its headphones, with a 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 easyJet’s In-Flight magazine.
The campaign on contactmusic.com – the second biggest entertainment news and content website in the UK, after the BBC – will feature top line promotion with a homepage presence throughout June, a dedicated competition page to win Audio-Technica headphones, 400,000 run-of-site skyscraper ads, and sponsorship of the site’s e-newsletter distributed to 350,000 registered users. As the fourth largest site of its kind in the world, contactmusic.com is one of only 10 sites worldwide integrated into Microsoft’s Vista Media Centre. With two million unique users and 10 million hits a month, it attracts a predominantly 18 to 34 year old ABC1 audience with a 70% male bias.
HeadphoneWorld.com is the leading headphone e-retail site, receiving 52 per cent of all internet traffic from consumers ‘googling’ the word headphones. Audio-Technica’s main banner advertising will run for three months this summer, promoting the atheaphones range, and in particular its market leading ANC7 noise canceling model. Additionally, banner advertising on iWorld, the leading iPod accessories site, will promote atheadphones, and customers purchasing iPod nanos off of the site will receive promotional emails for Audio-Technica’s new range of nano coloured ES3 portable headphones.
Harvey Roberts, Senior UK Marketing Manager Audio-Technica, comments, “Our campaign is a good example of the opportunities offered by online marketing for directly targeting your immediate customer base, taking in, as it does, both headphone users and synergistic markets for music downloads and portable players.”
Following on from the London Underground ‘tube car panel’ campaign in March/ April, Audio-Technica is also continuing to target business travelers, advertising the benefits of its active noise-cancelling headphones with a high season campaign, throughout June, July and August, in easyJet’s In-Flight magazine. “The airline carries over two million business passengers between major business capitals throughout Europe,” continues Roberts. “That is not a low cost audience. The campaign will give a reach of 800,000 travelers a month, 80 per cent of who are ABC1.”
Audio-Technica is a major supplier of microphones to the commercial AV, live production, music recording and broadcast sound markets, and a leading manufacturer of headphones worldwide. In Japan it ranks number two in the headphone market, behind Sony. The headphone range has only recently been introduced into Europe, where the company is focused on achieving similar market shares as elsewhere in the world. www.atheadphones.com