Sony ramps up DSC brand promotions

By Matthew Henry

SYDNEY: Sony has outlined a busy promotional schedule for its digital still camera brands for the middle of the year with a series of promotions and sponsorships.

“We have a strong 2008 line-up and some really exciting products across both our camera brands, and we’re unveiling a number of initiatives that will ensure our retail partners and their customers are as excited as we are about these new models,” said Sony Australia head of strategy and brand development, Toby Barbour.

“We are utilising a number of our sponsorship properties to add even more desirability to our cameras – everything from fashion to football.”

Tying in with the AFL’s 150th year celebrations, Sony will highlight the Cyber-shot W150 in a three-minute spot in the program. The camera will also be given to player of the match along with a PlayStation 3 and Bravia TV.

The entire Cyber-shot W series will also feature in a consumer promotion where customers have the chance to win a PSP every day between 1 May to 30 June. Each PSP will come with a FIFA 08 soccer game, tying in with Sony’s FIFA and Football Federation Australia sponsorship deals.

 The campaign will be supported by POS material including shelf talkers, tear pads and posters, as well as via a website.

For its Alpha range, Sony will offer $150 cash back on selected models to encourage new entrants to the DSLR market. The offer will run from 1 May to 30 June.

Cyber-shot and Alpha brands will also feature in Sony’s promotional activities around Rosemount Australian Fashion Week, which starts today and runs until 2 May.

“Designers, buyers and visitors at RAFW can expect to experience the Sony brand and Sony fashion-tech products in a multitude of unique ways. This partnership cements Sony’s reputation as the leader in technology for the fashion conscious and we want to help guests capture every moment of the action,” said Barbour.

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