Vita marketing to be “biggest campaign ever” for Sony

The PlayStation Vita arrives in the west next month and Sony plans to let consumers know by pushing its “biggest campaign ever” for the system’s marketing, in the UK at least.

Starting on January 12 the handheld will tour the country from Glasgow to London (starting in the middle at Manchester), giving people a chance to see the device for themselves. According to MCV, Sony are promising a huge TV, print, outdoor and retail presence for the system too.

UK marketing manager Mark Bowles told the site: “Vita delivers an  uncompromised gaming experience on a portable device, for the first time. With a long list of impressive features, we’re confident consumers will be incredibly excited by the latest addition to the PlayStation family.

“The PS Vita launch will be supported by the biggest campaign we’ve ever executed, and this level of activity will continue throughout 2012, reflecting our confidence in, and commitment to the platform long term,” he added.

“Our campaign will target gamers primarily, but also the new generation of tech enthusiasts and entertainment consumers who are used to playing games on their smartphones or tablets. What sets Vita apart is its ability to deliver PS3 quality gaming, in addition to the range of globally recognised triple-A software titles, which simply isn’t possible or aren’t available on any other existing portable.

“In terms of media focus, due to the connected nature of the Vita and the behaviour of our target audience, our campaign will have a strong digital backbone, supporting a heavyweight TV, press, outdoor and retail presence.

“Finally, one thing we learnt early on is that the best way to understand PS Vita, is to get hands-on experience with it. This is why we’re investing heavily in an experiential tour.”

As we mentioned in an editorial last week, it might be an idea for Sony to mention that the Vita will be getting an exclusive (yet unrevealed) Call of Duty title going forward.

With the device now over the 400,000 mark in Japan, how will things stack up come the February 22 EU and US release?