The target audience of this website are existing and aspiring guitar players in the acoustic/electric market. The site markets to players of all skill and age levels, but is especially focused on younger players that would be introduced to Ovation guitars in their formative years, and grow with the brand as they progress with their guitar playing abilities.
The goal of the campaign was to refresh the Ovation brand, as well as re-position the company as an innovator in the acoustic guitar market.
