“Express yourself.” Ten-years touring with Led Zeppelin gave Vari-Lite founder Rusty Brutsche plenty of opportunity to do just that. Throughout the ‘80’s and early ‘90’s, Vari-Lite dominated the automated lighting industry, creating spectacular shows that dazzled concertgoers across the globe. By 1999, Vari-Lite had lost its foothold in the very industry it pioneered. M/C/C was hired to gain it back, and our researchers unveiled some eye-opening truths – more than half of Vari-Lite users were near retirement, and Vari-Lite was not the lighting equipment choice among younger professionals.
Immediately, M/C/C launched a program to cast the company in a new light. Public relations efforts turned to abstract topics such as the psychology of lighting, for which Brutsche was widely quoted on Vari-Lite’s use of light to create a feast for the eyes on the sets of popular TV game shows “Who Wants to be a Millionaire” and “The Weakest Link.” In the end, Vari-Lite emerged as a company in tune with the industry’s artistic side and in tempo with its younger generation.
