Shure re-emphasised its focus on the theatre audience by unveiling the new campaign – “This Is The Moment” – along with other activities at the ABTT show in London yesterday.
Shure has developed the campaign to celebrate the behind-the-scenes efforts that make theatre productions possible.
Shure products have been used in some of the biggest theatre performances on stage including West End shows, Harry Potter, who use Axient Digital, including the ADX1M micro bodypack transmitter and War Horse, also using Axient Digital. Other touring shows including Shrek, Les Miserables, Book of Mormon and Waitresses are all using the Axient Digital wireless system to provide clear and precise audio.
The campaign includes a website dedicated to large and small theatres which features:
– Testimonials and Case Studies: The site provides examples of how theatres have overcome production challenges with the use of Shure equipment – hearing directly from actors/actresses, sound designers, directors and members of the technical team.
– Audio Tips and Techniques: Shure experts and others in the theatre industry provide tips for how to maximise audio performance. For example, James Savage, head of sound at Chicago Shakespeare Theatre co-presents a webinar on “Microphone Techniques for Theatrical Productions.” There is also a new Theatre Audio Guide that can be downloaded from the site.
– Product Overviews: Visitors will be able to find out what audio equipment might work best for them with the interactive section of the website that helps spec the ideal products.
The site also includes an interactive section that helps spec the ideal products. It includes overviews on products such as TwinPlex, Axient Digital wireless systems, the ADX1M Micro Bodypack Transmitter, and Wireless Workbench 6, which allows users to remotely monitor and manage every piece of gear connected to the system without interrupting the production.
Additional resources will be added to the website regularly for customers to help navigate the latest in audio technology for theatre.
At ABTT, Shure worked with their brand partner, Signature Brew, a local London craft brewer, that used SM58 microphones as tap handles to provide drinks for the “This Is The Moment” campaign launch.