Sennheiser Sound Tour Hits Streets of North America

July 2009— Sennheiser, known around the world and in virtually every professional sound studio for its reference-standard headphones and microphones, recently kicked off a unique new marketing initiative. The Sennheiser Sound Tour started on July 2, 2009, at Milwaukee Summerfest, the world's largest music festival. The promotional tour puts the company's highly regarded consumer headphones and headsets into the hands—and onto the heads—of thousands of music and technology fans, in a fun, fast-paced, light-hearted setting.

The Sennheiser Sound Tour has two road-ready teams setting out, one heading east, one west, on a mission: to put Sennheisers on as many heads as possible. The two intrepid sextets compete to determine which can Sennheiser-ize the greatest number of unsuspecting civilians. Oh—and did we mention that one team is composed of girls; the other of guys?

While the resultant Sennheiser-centric battle of the sexes is sure to be outrageous in person, the Sound Tour promises just as much fun online. Both teams are posting their progress in sound, pictures, and video to "webisodes" on the dedicated site www.sennheisersoundtour.com. This in turn links up connected sites on social-media destinations Facebook, Twitter, and YouTube, and all of these will encourage consumers and Sennheiser fans across North America and around the world to join in, even to mount a team challenge such as to Sennheiser-ize people in a particular place, specific individuals, or even celebrities.

Of course, the purpose of the Sound Tour is not fun alone. Sennheiser hopes to reach out to sophisticated, mobile consumers who may not yet be as aware of the brand. "The Sennheiser name has long been world renowned among music enthusiasts and audiophiles," says Stefanie Reichert, V.P. of Strategic Marketing for Sennheiser in the U.S. "But as the market has evolved, certain segments are not as Sennheiser-aware as we would wish, particularly among the younger, media-savvy gamers, intense personal-audio users, and connected communicators. The summer Sound Tour will make an important overture to these key potential customers."

The tour kicked off in Milwaukee on July 2. From there, the ladies head east, the gents bound for the west coast, each team driving brightly painted, highly visible Sennheiser-logo vehicles. Full itineraries, which in each case will include appearances at retailers, arts and music festivals, and other summertime venues, are posted on the Sound Tour website. The Sennheiser Sound Tour slogan—'Hear. I Am.' that accompanies the initiative, speaks to the confidence of today's consumer and encourages them to 'own' their sound.

Brainchild of Sennheiser's North American marketing partner, The Jetstar Group, a Canadian specialist with a long record of promotional and branding innovation, the Sennheiser Sound Tour targets educated, performance-oriented consumers whose strong quality preference pre-qualifies them for Sennheiser. In short, consumers who will respond to the accurate, detailed "True Sound" of Sennheiser, and who are ready to recognize the inherent quality of the brand.

More information is available at www.sennheisersoundtour.com.

SOURCE SENNHEISER