Sony Launches £19 Million Marketing Campaign For Xperia Range

Sony has announced a £19 million campaign to promote its debut range of Xperia smartphones in the UK, trebling the amount of its 2011 marketing spend.

Pierre Perron, MD of Sony in the UK, Ireland and the Netherlands, told Mobile News: “The Xperia brand is only three years old, so relatively fresh, and we want to build on that.

“This is why we’ll be investing a significant amount of money to make sure consumers recognise the Sony smartphone brand.”

Although Perron refused to be drawn on specific marketing spend amounts, sources close to the manufacturer claim the amount to be close to £19 million, an increase of over £4 million on previous suggestions.

The campaign, which features the tagline Made Of Imagination’, will feature across TV, print, outdoor and store advertising. The campaign was launched last week and is expected to remain in place for the remainder of 2012.

The Xperia S was the first handset to be launched by Sony under its own brand name in March, with the Xperia P and Xperia U expected to be released in the UK in May.

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