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Vieta Pro ramps up USA campaign

The Spanish audio manufacturer exhibited at InfoComm for the first time this year with a focus on securing distribution in the Latin and North American markets.

Emboldened by growing interest in the Ti Line and So Line systems, Vieta Pro is seeking representation in various American markets, writes David Davies. In the last four years, the Ti Line modular DIN rail audio system and So Line wireless loudspeaker – among other developments – have raised the profile of the Vieta Pro brand across Europe.

Now, Vieta is looking seriously at the prospect of a more concerted campaign in the Americas. The InfoComm appearance was effectively the opening chapter, and Vieta sales & marketing director Mick Brophy tells PSN-e that he was encouraged by the “uniformly good” response to the company’s stand. In particular, the So Line system was warmly received by InfoComm visitors.

“People this side of the water are familiar with So Line – which won a PLASA Award in 2006 (how time flies!) – but it was new to visitors at this show and created quite a buzz,” says Brophy. “Part of our reason for the timing of ‘Vieta Pro Go America’ is that Spider Ranch Productions in Pescadero, CA, has a 40-cube So Line system for rental and we wanted to help promote that. I think we did that successfully as there were quite a few event companies there – rather surprising given the A/V contractor profile of the show.”

The modular, low voltage Ti Line system – which has relevance to both commercial and residential applications – also received a favourable reaction. “For some this took a bit of explaining, but the Crestron and Extron guys ‘got it’ straightaway – the Ti Line can be controlled by these systems. There is also a green move towards low voltage systems in the States, which definitely helps our cause,” notes Brophy.

Although it is currently “too early” to say if Vieta has been successful in identifying distribution partners in the USA, Brophy is clearly optimistic about the brand’s future Stateside – and the prospects for a return to InfoComm. “Barring further economic downturns, we should be at [the show] next year,” he adds.

The above picture shows Vieta Pro regional sales managers Alex Juarez (left) and David Haro on the stand at InfoComm 2010.