Boston Pops Adopts Sound Beam From Holosonics' Audio Spotlight Systems To Spread Holiday Cheer
NorBella and Copley Place bring the sounds of the Boston Pops' holiday concerts to the public in advertising campaign using Holosonics’ highly focused directional Audio Spotlight speakers
Dec 15, 2011
Holosonics’ Audio Spotlight directional speaker systems were deployed to catch pedestrians by the ears with the sounds of actual Boston Pops holiday selections, and take notice of the paired visual advertisements promoting their Holiday Pops concert series. Invented in Boston, the Audio Spotlight technology features the unique ability to provide a narrow sound beam akin to the beam of light from a flashlight, where sound levels drop by over 90% just a single step outside of the beam.
Bob Deininger, Media Director at local marketing firm NorBella, recognized the opportunity to harness the directivity of the Audio Spotlight speakers to attract attention to the surrounding promotional signs, ensuring that passersby took the time to stop and view the details, while enjoying a sampling of the performances in store for them. “Marketers are constantly looking for ways to break through the clutter,” said Deininger. He continued, “We’re pleased to add this unique technology to support the Holiday Pops, and look forward to adding the dimension of sound to other out of home placements.”
Copley Place’s Area Marketing Director, Debora Konig, was elated by the opportunity as well. “We were excited to be able to deliver the Boston Pops holiday recordings throughout a specific area of our mall, without bleeding into the surrounding shops and areas,” she stated. Konig continued, “The Audio Spotlight allowed us to incorporate an active ad campaign and captivate bridge pedestrians with sound,” as traditional loudspeakers may not have been allowed, and would likely have bothered employees and customers.
Each year, from November through December, the Boston Pops offers the famed Holiday Pops concert series, where they take audiences on a delightful sleigh ride of music, performing their most beloved holiday selections and spreading cheer to the season’s fans of all ages. This year, with the help of local media marketing specialists NorBella and hometown speaker manufacturer Holosonics, the Boston Pops continued the tradition while expanding their audience, by turning an otherwise inauspicious node of the Sky Bridge into a virtual concert hall.
About Holosonic Research Labs, Inc.
Holosonic Research Labs, Inc., a pioneer in directional acoustics, develops and manufactures the Audio Spotlight® directional sound system. Founded in 1999 by MIT graduate Dr. F. Joseph Pompei, Holosonics' Audio Spotlight technology is used in a wide variety of applications including museums, libraries, offices, reception areas, retail displays, trade shows and retail kiosks. The world's top organizations and companies use the Audio Spotlight directional sound system to beam sound to their listeners... and preserve the quiet.™
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