MARTIN AUDIO MLA: ALL ACCESS MAKES IT PERSONAL
Custom-designed truck creates high visibility branding for rental partners
In order to create maximum impact among the many trucks thundering along the Italian autostrade, the new All Access sound production consortium has created high-impact custom livery for one of its semis, specifically to promote its new MLA (Multi-cellular Loudspeaker Array) rig and the Martin Audio brand.
In addition to adding value to the groundbreaking array system, it will enable them to sub-rent the rig in conjunction with its own dedicated truck.
The idea was floated by one of the partners, Electra Service owner Roberto Buttarelli, and soon All Access were modifying an existing 16m semi (with 13.7m net space and a load capacity of 380 tonnes), which is purpose-designed to hold at least a 112-enclosure system (comprising MLA tops and MLX subs).
All Access received full support from Martin Audio's Italian distributor, Audiosales, who funded the truck's customisation, sensing that this could be a big opportunity to advertise both the MLA system and the Martin Audio brand. 'We knew the truck would be regularly travelling around Italy and have high visibility during the shows and festivals,' stated Audiosales owner, Stefano Rocchi.
The new MLA semi will be based at Electra Service HQ in Viadana (MN) where all the audio components and accessories are warehoused (including the variable speed chain hoists by Lodestar JJ Varistar 30m/s, with automation and motion software control by Fulling & Partner GmbH).
The new truck has already enjoyed high usage since the All Access consortium invested in their first tranche of 72 enclosures this spring, in preparation for the Subsonica tour.
In addition to the Subsonica dates, it has also been seen this summer at the Upper Park Festival in Bologna, Traffic Festival in Torino, Summer Festival in Lucca, as well as two Elton John Italian shows, Ricky Martin at the Verona's Arena, Radio Bruno tour, Independent Day in Bologna, Litfiba tour and with DJ Tiësto in Reggio Emilia.
Further information from:
Maureen Hayes, Martin Audio
Tel: +44 (0)1494 535312
Fax: +44 (0)1494 438669
Jerry Gilbert, JGP Public Relations
Tel: +44 (0)1707 258525
Fax: +44 (0)1707 267140