CEA Recruites Rock Band for Audio Campaign
Last night at the Consumer Electronics Association’s annual CES Preview event in NYC, the association announced a new campaign to promote better appreciation of high quality audio formats and equipment. The keystone of the campaign, called the Great Audio Experience, is the rock band 3 Doors Down, which has been recruited as celebrity spokespersons for the effort. At the press conference, band members spoke about their passion for high resolution audio, and how compressed music and poor listening equipment reduces the overall quality of the audio experience. Band member Brad Arnold told Dealerscope that he never downloads music or uses a PC or digital audio player to listen to music.
According to CEA’s research, only 56 percent of consumers have ever heard what they consider to be quality audio. Factors like convenience and mass storage, spurred by products such as the iPod, have resulted in what CEA says is ìa whole generation growing up without ever knowing what better audio sounds like.
The campaign will include an informational web site www.greataudio.com, as well as a series of media appearances with the band and print advertisements. The web site will include links to an online audio buyers guide and CEA’s connections guide. Visitors to the 2007 Consumer Electronics Show will have the opportunity to see 3 Doors Down perform on the ESPN stage in the Las Vegas Convention Center. CEA hopes to “spark an audio renaissance” with the campaign.