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Avid VENUE

Branding Initiative

The Challenge:

Avid’s Digidesign division enjoyed a well-established reputation in professional audio as the company behind Pro Tools, the industry standard in studio recording.

 

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But the brand was largely untested in the more volatile, unforgiving world of Live Sound. Trust had to be earned among veteran touring engineers resistant to changing long-held alliances.

 

 

 

The Strategy:

Get It In Writing worked with the Avid team to create a strategic branding campaign to introduce their new VENUE line of live sound consoles. Tactics included a mix of focused print advertising, high-profile user stories, video testimonials, and artist outreach initiatives.

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Front of House (May 2010)The Result:

VENUE was firmly embraced by touring professionals worldwide, quickly gaining major market share in a highly competitive sector. Today, VENUE is among the most requested consoles in the live sound industry.

 

 

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