Sony to launch 1m ad push for own-branded Vaio laptop

Sony UK is to launch its biggest product advertising campaign this year when it breaks into the PC market with its own-branded laptop computer.

The company, predominantly involved in consumer electronics, is to spend more than 1m on advertising its Vaio notebook computer in the national press and computer titles, with creative work being handled by BMP DDB Needham.

Ian Miller, general manager of the Information Technology Group at Sony UK, says: “This will be Sony UK’s biggest single product campaign of the year.”

For its launch into the UK computer market, Sony is initially limiting itself to notebook computers aimed at both consumers and businessmen. But there are plans to extend the UK computer range into desktop variants.

The name Vaio stands for video audio integrated operation. Users will be able to connect to digital camcorders and download pictures before editing or sending them by e-mail.

Miller adds: “From our point of view, the timing of Sony’s launch into the computer market is very good if you look at the breadth of products that are coming together with convergence.”

The first Vaio models will be available in PC World, selected Dixons stores and the John Lewis Partnership from July.

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