System 3 has unveiled its marketing plans ahead of the release of much anticipated racing title Ferrari Challenge: Trofeo Pirelli.

The title is due for release in February next year, and the publisher plans to build on the hype the title has already generated with a multifaceted marketing campaign.

“We’re implementing an extensive specialist and non-specialist PR campaign backed by visits from Bruno Senna, along with some very significant media buying,” said System 3 CEO Mark Cale.

“We’ll be running 30-second TV spots, 48-sheet billboards, posters on the London Underground and a targeted radio campaign including on-air sponsorship for a key talk radio station. For specialist press, there’ll be a full run of adverts along with a website takeover prior to launch. We’ve also got a few major surprises in the pipeline, so watch this space.”

Logic 3 is banking on the close association with professional racer Bruno Senna to separate it from the competition.

“We can boast something that no other racing game has ever had: expert consultation on handing from a professional racing driver.”