To support these plans, the company will execute a multimillion-dollar marketing campaign centered on consumer value and entertainment via the PlayStation 2 platform. The first wave of the campaign targets national retail and consumer newspaper advertising. A dedicated television advertising initiative will debut later on in the fall. In addition, the company will have point-of-sale materials available at retail outlets nationwide through year-end. "As we moved past the 20-million-unit sales milestone this summer, it is clear, through our ability to attract a broad audience, that PlayStation 2 has become an even stronger focal point of the living room entertainment experience," said Jack Tretton, executive vice president, Sony Computer Entertainment America."Preparing for the holidays we know that in order to grow this massive base we must continue to engage new users through great gaming content, consumer friendly pricing and new technology. The new PlayStation 2 pricing plan will ensure sustained demand for PlayStation products overall and help drive a strong year for the category, particularly during the key selling season"
Published on Aug 18, 2003