Sony spends £1.5m on Vita ads for Easter

Sony is putting forward a significant £1.5m in advertising for the PlayStation Vita over the Easter period, it has been revealed.

The campaign will be the second major push for the handheld following its February launch and is set to target folks out and about during the Easter holidays, a crucial period when kids are off school, MCV reports.

"The Easter campaign will consist of high impact outdoor media, along with an extension to our existing digital, cinema and press activity," UK Marketing lead Alan Duncan told the site.

The spend includes outdoor adverts in some 3600 locations, travelling demonstrations in shopping centres, airports and stores as well as a higher density of print ads during the period.

"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," Duncan added.

Shortly after launch Sony announced they'd sold over 1.2m Vita units since launch.