Sony is pouring 1.5million into an Easter campaign for PlayStation Vita.
It is the second big-budget ad push for the handheld following the console's February launch. Sony says its new school holiday campaign will appear in areas with high footfall.
The Easter campaign will consist of high impact outdoor media, along with an extension to our existing digital, cinema and press activity,” UK marketing boss Alan Duncan told MCV.
This, combined with new retail promotions, will further strengthen Vita's presence in the market and keep it front of mind throughout the holiday period and beyond.”
Outdoor adverts have appeared in 3,600 locations last week and will remain there until after Easter.
The PS Vita Mobile sampling teams will visit stores, airports and shopping centres throughout the Easter holidays.
There will be additional print ads in Sport and Evening Standard Magazine, as well as a Metro cover wrap.
This will complement promotions that began at launch, including the Rizzle Kicks short film shown before selected films. Sony will also introduce demo units into cinema foyers.
Duncan added: We have an always-on approach to Vita marketing, continually evolving and updating our campaigns to match the new and compelling entertainment experiences delivered by this uniquely powerful device.
With Resistance: Burning Skies and Gravity Rush on the horizon we have the perfect launch pad to get the next wave of consumers on board.”