Electronic Arts believes Need For Speed: Shift will see the franchise reclaim its crown as king of the racers, after a disappointing showing in 2008.

The company is preparing a major marketing plan to support the title when it hits PS3, Xbox 360, PSP and PC on September 18th.

“Shift is a huge priority for EA,” product manager Kevin Flynn told MCV. “It will be treated to a triple-A launch campaign, as you would expect for such a prestigious title.

“We will be in all ATL areas with a significant TV campaign using a stunning high definition ad. We’ve been raising awareness of Shift for some time now and have had a presence at E3 and Cologne, as well as Gadget Show Live and the European Drifting Championships.

“September 18th is only the beginning, however, and Shift will remain a priority through to Christmas this year.”

Shift will be 2009’s ‘core’ entry in the racing franchise, arriving ahead of new ‘casual’ racer Need For Speed: Nitro on Wii and DS.

“We are confident that Shift will confirm Need For Speed as the premier racing franchise in the industry – it is a return to a quality and engaging racing game,” said Flynn.

“With the racing pedigree and expertise of Slightly Mad Studios, combined with Black Box’s presentation skills, Shift should delight Need For Speed fans both old and new.”