For Immediate Release
Audio-Technica Ltd is promoting its stand at PLASA as an ‘”island of serenity”, rather than a conventional exhibition space. While the company is keen for visitors to come and view the many exciting new products it is showing at PLASA for the first time, it is equally pleased to welcome them onto the stand to escape the stress and frenetic activity of the exhibition halls.
Audio-Technica’s new stand concept was first unveiled at last year’s PLASA exhibition. On offer is a whole variety of alternative attractions, including Japanese massage, health reviving beverages, soothing sounds and scents from the great outdoors, and, for those seeking a deeper level of peaceful isolation, a ‘noise cancelled’ chill out zone featuring ambient soundtracks on Audio-Technica’s acclaimed new ATH-ANC7 noise canceling headphones.
The stand design is an integral part of the major corporate rebranding launched at PLASA last year. This is based around the ‘a world of serenity’ concept, and reflects the founding Zen principles of the Japanese microphone company. Realising that concept in the design of its stand at PLASA, the company has departed radically from the usual approach to exhibiting.
The success of the new approach was clearly reflected in its obvious appeal to visitors last year, with Audio-Technica’s customers spending on average between one to three hours on the stand; the value of orders taken at the show was three times that of the previous year. The company has continued to roll out the new branding across all of its marketing activities and materials, providing a strong and particularly individual identity, clearly differentiating it from the rest of the market.
Commenting on the success of the campaign and the impact it has had on the business, Harvey Roberts, Senior UK Marketing Manager stated, “Throughout the year we have extended the new branding across our packaging, advertising, PoS, catalogue and brochure materials, and, of course, our online presence. The strong imagery, based around natural elements, has created a powerful brand identity that has clearly improved the effectiveness of our marketing and the effectiveness of product launch campaigns.
“Two prime examples are the new Artist Series® campaign, where like for like sales have been 300% up compared with the old range, and the launch of the new consumer headphone range and atheadphones.com e-tail website, where the launch campaign has been hugely successful.”
PLASA, Stand No. H47
Earls Court Exhibition Centre
9 – 12 September 2007