August 26, 2009 13:13 ET

Now Hear This! Sennheiser Sound Tour Kicks Off the Canadian Leg of North American Road Trip

Two teams - six guys, six girls - compete for Canadian eyes and ears in a reality road show, competition and webisodes

TORONTO, ONTARIO--(Marketwire - Aug. 26, 2009) -

Editors Note: There is a photo associated with this Press Release.

They stormed the Today Show, ambushed Willie Nelson and crashed a wedding, and, in doing so, increased product sales and brand awareness. Now, the 12 competitors of the Sennheiser Sound Tour are poised to make their mark on Canadian ground.

In a revolutionary marketing mission - to spread the sound of Sennheiser North America-wide - two teams of pioneering young pranksters are visiting concerts, festivals and events in a 30-city tour crisscrossing the US and Canada. Beginning in Milwaukee on June 30, the guys went west, the girls east, each rising to meet their challenges and out-do the other in broadening consumer awareness of the Sennheiser brand. The Canadian leg kicks off in mid-August with the guys' team visiting Victoria, BC and travelling east; the girls' team heading to Halifax then west - both teams competing for victory and personal prizes.

As they innovatively introduce Canadians to the premium sound experience of Sennheiser, their competitions, pranks, experiences and antics will all be captured on video and posted on a weekly webisode via The two teams connect with fans on Twitter, Facebook, YouTube and other outlets.

Anne Joyce, Director of Marketing, Sennheiser Canada states, "The Sennheiser Sound Tour utilizes a combination of exciting, unconventional avenues in addition to traditional marketing to reach today's diverse range of headphone consumers. Our campaign speaks to the individuality and confidence of contemporary electronics consumers, a market which includes music enthusiasts, online gamers, multimedia artists and musicians."

Sennheiser is leading the way in creating brand awareness through innovative, bold and cost effective methods. The campaign was designed to drive Sennheiser brand awareness and consideration through an integrated, efficient engagement program. Since the Tour's inception, Sennheiser has seen an up trend in US sales, and a significant growth in the Canadian consumer division as retail prepares for the team visits.

"The full impact of the initiative is hard to measure at this juncture," says Joyce. "The tour still has another month on the road and the 20 webisodes that are being produced as a result of tour will live online forever. The initiative will be measured in full in January of 2010 when the viral impact of the tour has had time to be realized."

However, the teams are having an on-the-street impact on sales, with Sennheiser products snapped up, leaving store shelves empty as evidenced in The Guy's Webisode 5,

With the tour generating over 4,000 engaged Facebook FANs in five weeks and growing daily, this non-traditional campaign is a true testament of the impact of social media.

The 12 "cast members" were chosen from more than 300 candidates. Seven Canadians and five Americans made the final cut and readied for the road in Sennheiser's "Hear. I am." promotion. The innovative campaign is the brainchild of The Jetstar Group, a Toronto-based Strategic Marketing Agency.

As the diverse cast of characters - a professional surfer, a photographer, an actor, a pro gamer and musicians - continues their Canadian tour, consumers visiting or their Facebook page, Sennheiser Sound Tour, can follow the teams, learn more about Sennheiser products, and win valuable prizes as well.

In the true spirit of a reality show, and to maintain the mystique of the challenges, Sennheiser has elected to reveal tasks to the public at the same time as the team receives them. "Both teams find out at the same time," says Anne Joyce. "We cannot give one team an advantage over the other. This also creates the mystery and excitement among our Facebook fans who tune in daily to see what is new and what is next."

The Tour culminates at SoundFEST, Sennheiser's own trade and consumer event taking place on September 14th at the Metropolis in Montreal. SoundFEST will feature an all-star line up of Quebec artists and both teams will meet each other again for the first time since June. The challenges for the teams at the closing are expected to be monumental and memorable!


Sennheiser is a world-leading manufacturer of headphones, microphones, and wireless transmission systems. Established in 1945 in Wedemark, Germany, Sennheiser is now a global brand represented in over 100 countries. The Sennheiser Group is proud to be affiliated with Georg Neumann (world leading studio microphones), Klein + Hummel (studio monitors) and Sennheiser Communications that brings their innovative technology to headsets for PCs, offices, mobility and contact centers. Sennheiser's pioneering excellence in technology has rewarded the company with numerous awards and accolades including an Emmy, a Grammy, and the Scientific and Engineering Award of the Academy of Motion Picture Arts and Sciences. Sennheiser offices in Canada are located in Pointe-Claire Quebec.

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