Entertainment brand McIntosh Laboratory will pump music through its high-end sound systems at the Ritz Carlton, Amelia Island for the attendees of the annual Concours d'Elegance vintage motor car show March 9-10.
This is the 60-year-old home entertainment brand’s second time providing music for the Concours d'Elegance in Amelia Island, FL. Attendees will sample beats from the Manhattan and SoHo home audio collections.
“McIntosh’s marketing initiative is all about reaching our core audience – the passionate, music-loving aficionado who appreciates the very finest things in life,” said Charlie Randall, president of McIntosh, Binghamton, NY. “While luxury might mean different things to different people, at its core it’s about one thing – the experience.
“Our strategy at this event, and all our listening events, is to allow people to truly immerse themselves in the McIntosh experience with all the emotional connectedness and deep enjoyment it has to offer.”
McIntosh Laboratory was founded in 1949. Its products are made in Binghamton, NY.
Concours d’Elegance is a vintage car show featuring an auction, test drives and other events. It is in its 17th year.
Turning the key
McIntosh received a positive response from guests last year and decided to once again provide the entertainment for guests at the Ritz Carlton, Amelia Island who are attending the car show.
Turntable
To appeal to a wide audience, a variety of music genres such as jazz, classical and rock will be played, including some tracks on vinyl with McIntosh’s MT10 turntable.
The Manhattan line comprises the compact MXA60 table sound system.
Sound system
The SoHo line features eight large home sound systems such including an amplifier, XM radio and the turntables.
This second-time partnership of two luxury brands could be useful to both parties in a lifestyle standpoint.
The Manhattan and SoHo lines of McIntosh’s sound systems presented at the Ritz Carlton do not include products for cars.
“By identifying our brand with a renowned automobile showcase like the Concours d’Elegance and RM sale, people who already know McIntosh will gain a greater understanding and appreciation for our brand,” Mr. Randall said. “Those who haven’t heard of us will literally have an eye-opening and memorable luxury experience.”
Ritz-Carlton, Amelia Island
Revving the engine
The affluent vintage car enthusiasts in attendance at the Concours d'Elegance are an audience that McIntosh seeks to reach.
This partnership was a good match because, like the consumers of luxury car brands, those who buy high-end home entertainment systems look to achieve top quality and style to put in their homes with every purchase, per Mr. Randall.
Previous partnerships allowed McIntosh to promote their products alongside other high-status products.
For example, McIntosh paired with home entertainment and security designer Savant to celebrate the 50th anniversary of the McIntosh MC275 tube power amplifier with a limited-edition version to be produced in restricted quantities with an event at Savant Experience Center in New York Oct 6 (see story).
In addition, McIntosh paired up with menswear designer John Varvatos to build brand awareness and display products through the celebration of the upcoming album from the rock band, Jane’s Addiction (see story).
“These consumers are looking to make purchases that are investments in their lifestyle and they want to maximize the return on that investment,” Mr. Randall said.
“Just as the great cars at the auction were built to such exacting quality standards they have literally lasted for generations, McIntosh products are heirloom-quality investments in music,” he said.
“Many of our owners actually pass them down through the generations.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York