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.

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