To market the PS Vita in the U.S., Sony is reportedly spending $50 million on marketing the portable console. Sony senior director John Koller indicates that the campaign is “the largest platform launch in terms of marketing investment we’ve ever had.”
The tagline for the PS Vita campaign is ‘Never Stop Playing’ and Sony said it will be supported with ad placement during TV programs, POS retail partnerships, social media events, and Vita Social Clubs where users can try the system out.
“Gaming is no longer playing alone in a basement by one person with one machine; it’s all networked,” said Jason Elm executive vice president & creative director at Deutsch, the marketing firm working with Sony on the PS Vita launch.
Source: New York Times
