Sony Computer Entertainment (SCE) is launching a £4m advertising campaign this month promoting new offerings on its PlayStation 3 and PSP consoles.
The campaign budget will be split into two main parts, and all creative will be designed by TBWA/London.
Sony has devoted £2m to promote its first major release of 2009, Killzone 2, which will be released on February 27. The campaign for Killzone 2 will run across TVM cinema, online and with in-store promotions.
A separate campaign will look at re-promoting titles released over Christmas last year. These will include LittleBigPlanet, Resistance 2 and Motorstorm: Pacific Rift.
This will be accompanied by promotion for the release of the latest in the SingStar series, SingStar Queen.
SCE marketing director Alan Duncan says: “Killzone 2 is a great product, which is reflected in the reviews, hence the massive campaign.”
SCE is also reviewing its media planning and buying duties across Europe.