James King, marketing director, explains: "After a lot of soul searching to define what lies at the heart of the brand, what quickly emerged was the importance of the audience experience. It's what the company has been doing for over 40 years, from enabling 'supergroups' of the '70s to be able to play to larger audiences and be heard properly for the first time, through to MLA and its superlative consistency of coverage.
"The audience is central to the industry's success, so creating exciting sound that envelops all of them and delivering truly memorable shared moments ensures better quality tours and more sell-out venues, be they bars and clubs, houses of worship, theatres or auditoriums. That's the essence of the Martin Audio experience, and we summarise it as uniting the audience."
Jason Baird, R&D director adds: "The goal of delivering the Martin Audio experience to each audience member led us to develop our patented Multi-cellular technology. First implemented in MLA, this has become renowned for its out-of-the-box coverage consistency, whilst still preserving all of the dynamics and projection of our signature horn-loaded approach. The future promises the development of this philosophy and technology into more and more of our market segments."
Simon Bull, director of sales, adds: "Our customers have been asking for Martin Audio to communicate its values and create greater awareness and consideration for our touring and installation solutions. Uniting the audience does just that."
To help illustrate and communicate the thinking, a series of print ads and brand video are being deployed, alongside a refreshed website www.martin-audio.com, featuring new case study materials.
Anthony Taylor, managing director, comments: "We've been looking at ways of communicating, really for the first time, exactly what makes Martin Audio tick, and to build on our recent growth and technology success in the marketplace. With 'uniting the audience' underpinning our philosophy and all that we do, I'm confident that our customers, FOH engineers, rental companies, production managers, system integrators and installers will also be able to take a fresh look at Martin Audio and understand how our experience provides them with better solutions for their different needs."
(Jim Evans)
