Audio firm in Web-led promotion

Bowers & Wilkins, the manufacturer of high-end audio equipment, has appointed full-service digital agency Global Beach to develop an online strategy for the niche brand.

Bowers & Wilkins, the manufacturer of high-end audio equipment, has appointed full-service digital agency Global Beach to develop an online strategy for the niche brand.

B&W, a prestige audio brand, aims to put user-generated content at the heart of its online marketing strategy, leveraging the growing trend for online networking.

B&W Group international brand manager Dan Haikin says the brand, which is 40 years old, has a strong following and that it aims to leverage this to both promote the brand and bolster its relationship with consumers.

Haikin adds the brand’s cult following among musicians and audio technicians will allow it to establish a forum that can connect “hobbyists” or brand loyalists, with listeners and new consumers.

As part of its focus on such content, it is launching monthly celebrity blogs. The first one will be written by Martin Ware, of 1980s bands Heaven17 and The Human League. Other potential celebrity contributors include B&W consumers Norman Cook (Fatboy Slim), Dave Stewart of the Eurythmics and Peter Gabriel.

Global Beach will also set up expert forums, podcasts and other interactive tools, providing consumers and site visitors with advice and product reviews. Visitors will be asked to rank the advice they receive from technicians, musicians and sound engineers and the best will receive a prize of a trip to Abbey Road studios, which has close associations with the brand.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here