PlayStation goes on holiday in Oz

By Published on .

[Sydney, Australia] Sony Corp. is giving its PlayStation 2 brand a holiday mind-set in Australia through sponsorship of that country's popular Perisher ski resort. A simple, humorous campaign aimed at teens, parents, young couples and kids features a snowman and the theme, "If you like having fun at Perisher, you'll love having fun with PlayStation." The three-month campaign runs through the end of September. PlayStation is best known in international ad circles for winning the film Grand Prix for U.K. spot "Mountain" at the Cannes Lions International Advertising Festival last month, and the outdoor Grand Prix last year for a French ad, but PlayStation also links the Sony game console with fun in nontraditional efforts such as the Perisher sponsorship. PlayStation has sponsored Perisher for the past three years, but new ads by Omnicom Group's TBWA/Whybin, Sydney, emphasize the relationship between the resort's skiing fun and the PlayStation 2 game console with humorous on-site posters and three 15-second animated spots running on closed-circuit TV around the resort and nearby train terminals. The resort's staff members also wear PlayStation T-shirts and hats and branded signage appears on banners, ski passes and weather reports. And PlayStation2 sponsors an extreme-skiing competition in July at the height of Australia's winter ski season.
Most Popular