Lara Croft gets ‘biggest’ TV ad push

Gaming company Eidos is planning its biggest ever TV ad campaign to support the latest Lara Croft title, Tomb Raider: Underworld, which will be released in November.

The firm, owned by SCi Entertainment Group, says it aims to secure the Christmas number one spot in the gaming charts and is putting over £1m behind the launch.

The title will be released across all platforms on November 21 and will be backed by a campaign covering TV, print, outdoor and online.

It is the first time for eight years that a Tomb Raider title has been released for the Christmas market and the first time a title has been released on all current formats, such as PlayStation and Xbox. Eidos UK marketing manager Jon Brooke says: “We have had large launches before but this is certainly the biggest for eight years.”

He says the ads will target a wide demographic, from younger players to long-term fans of the franchise and the Christmas gift market.

The launch, which has been delayed from June, comes after a turbulent year for SCi in which several central departments were axed and founder and chief executive Jane Cavanagh and her husband, Bill Ennis, were ousted (MW March 13).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here