Sony readies £40m marketing push to promote new range

Written by: Paul Withers
Sony readies £40m marketing push to promote new range

Manufacturer set to double UK spend this year to promote new Xperia handsets

Sony Mobile is to spend almost £40 million on marketing this year, breaking the record for the manufacturer’s biggest ever investment.

Sony Mobile president of North Western Europe Pierre Perron told Mobile News earlier this month the firm is doubling its 2012 UK marketing spend – a figure reported to have been around £19 million.

Perron, who refused to confirm or deny the figure, said the new multimedia campaign would centre around new devices including the Xperia Z, which was launched at the Consumer Electronics Show in Las Vegas earlier this month.

More Xperia handsets are expected to be announced in Barcelona on February 24 ahead of this year’s Mobile World Congress event.

Perron said: “The Xperia Z will be supported by a very strong marketing campaign. We will be doubling our marketing investment compared to last year, starting in February, and will roll out our marketing story in the first part of this year.

“We have to ensure we stay at the forefront of the consumer’s mind and that they understand our message. Sony Mobile is about content and connected entertainment experiences and we will continue to build on this. There are a lot of marketing opportunities that can become available, and we will continue to follow that strategy this year.”

Sony’s 2012 campaign, ‘Made of Imagination’, ran across TV, print, digital, billboards and in retail stores.

The campaign promoted Sony’s first devices since the manufacturer bought out Ericsson’s stake in its joint venture – the Xperia S, P and U.

Leave a Reply

To advertise on this site, call 0203 122 0872

Recent Comments

There will be a version of the Apple Watch which will cost in excess of £10,000....
Written by a numpty! I don't think that the apple watch will be in the same price bracket as a Rolex...
Noted - thanks...
Please reread the penultimate paragraph - that quote doesn't say that microsoft is treading water - it says that Blackberry is: "While Microsoft is making significant effort to grow its prese...
What an ugly pig of a phone!...
I've always supported blackberry and am hoping that this phone helps them get back on to the road to redemption with their past and current customers. The BB10 rollout was a complete unmitigate...
The BlackBerry Z30 was released on October 1, 2013 - not "mid October" as you suggest. What was that you said about research? We tend to round dates off to the nearest month - rather than somethi...
Hi Chris, Our Mystery Shopper did do a review in Middlesbrough a few weeks ago - http://www.mobilenewscwp.co.uk/2014/09/09/mystery-shopper-middlesbrough/ However, we are looking at sending ...
How can you say in the little quip under the headline that this was the first BlackBerry released in a year? In your own article you have quoted Marty Beard as saying " We began rolling out the Z...
Your Mystery shopper surveys are always concentrated in the Southern regions.. Will you be planning on seeing how the northerners represent their respective brands?...

Social Media Feed