A mass media assault based around the Feel Great Britain tour has already included TV activity, a media partnership with The Guardian, extensive PR work with regional and national media and a central microsite, along with plenty of high profile POS material at retail level.
And while the trade struggled to cope with demand for Wii Fit in its first few months on sale, that’s all in the past now, said Nintendo UK’s trade and promotions marketing manager Ben Taylor.
“As we’ve always maintained, we continue to bring stock into the UK on a weekly basis and Wii Fit’s recent performance in the software chart is testament to this,” he told MCV. “Continual shipments into the UK will carry on right up to and through the peak season period and we are continuing to look at the current stock situation very closely.”
Taylor added that the Feel Great Britain tour will encourage further sales of the titles and the bundled balance board peripheral.
“Indications so far are that the tour has been very popular and the software very well received,” added Taylor.
“It is pleasing to see so many people step up for the first time to video games and thoroughly enjoy the experience. Whether it’s a grandmother doing a bit of yoga or an avid gamer getting a sweat on, it’s very positive to see such a variety of people having fun with Wii Fit.”