Sony backs PS Vita with £1.5 million Easter promo push
After what proved to be a sluggish start for Sony's new handheld, the UK arm of the Japanese giant has announced PS Vita will be backed by a £1.5 million marketing campaign over Easter.
Sony told trade magazine MCV that the new push will be spread across its "existing digital, cinema and press activity," with securing spots with a high footfall a priority.
On board for Easter
"This, combined with new retail promotions, will further strengthen Vitas presence in the market and keep it front of mind throughout the holiday period and beyond," said UK marketing boss Alan Duncan.
It's claimed outdoor ads have already appeared in 3,600 locations during the last week, all of which will remain in place until after Easter.
PS Vita mobile sampling teams will also travel across the country to demo the device in stores, airports and shopping centres throughout the holidays, while demo units will be installed in cinema foyers.
"We have an always-on approach to Vita marketing, continually evolving and updating our campaigns to match the new and compelling entertainment experiences delivered by this uniquely powerful device," concluded Duncan.
"With Resistance: Burning Skies and Gravity Rush on the horizon we have the perfect launch pad to get the next wave of consumers on board."
Bad timing
An inside source told PocketGamer.biz that PS Vita launch sales came in at around the 45,000 mark around one quarter of the number the original PSP managed.
The handheld has no doubt also been impacted by troubles at retailer Game, which passed on its traditional nationwide midnight openings for the devices launch just weeks before the chain temporarily went into administration.
Estimates up to the week ending 24 March published by VGChartz suggest PS Vita's UK sales figures now sit at just fewer than 130,000 units, averaging out at around 26,000 units sold a week.
[source: MCV]