German audio manufacturer Sennheiser is looking to reach a new consumer base as it enters a three-year partnership with Westfield London and Westfield Stratford to boost customer experience.
As Westfield’s preferred audio partner, Sennheiser will be integrated into Westfield music platforms including ‘Westfield Presents’, which showcases emerging talent across six stages at both centres every weekend.
In addition, Sennheiser will collaborate with the Westfield design team on a project to redevelop seating areas in the centres to provide a personal audio experience.
Steve Dalton, director of marketing at Sennheiser UK, said of the partnership, “Westfield's impressive growth plans and desire to become the 'go to' destination for retail and entertainment aligns with our own endless passion to make sound an integral part of that experience. Consumers at Westfield have an appetite to trial new things and Sennheiser is keen to explore their response to our brand from September 2014 onwards.”
Sennheiser sees the three year tie-up as a way of further reaching out to a highly diverse customer base through a multitude of touch points within Westfield centres.
The hope is that the collaboration will help raise awareness with aspirational opinion-forming consumers and build relationships with music aficionados in new and unexpected spaces.
In June the headphone brand launched a seven-figure campaign in partnership with Spotify in a bid to snatch some of the 18-34 year-old consumer demographic from competitors such as Beats.