By Keri Algar

SYDNEY, NSW: Starting tomorrow, Sony Australia will launch a marketing campaign in the hope of quelling what it has described as a "little bit of nervousness going into Christmas from both retailers and suppliers as [they] face probably the most competitive market seen in a while".

The ‘All I Want for Christmas’ campaign will include a 60-minute TV program “integrating” Sony products as part of a media partnership with Network Seven.

Speaking to Current.com.au about Sony’s TV presence, Toby Barbour, general manager of consumer marketing Sony Australia said, “It’s an actual lifestyle program that will run across six sectors with two hour-long programs of which we’ll feature strongly in one using our brand ambassadors like Tom Williams, who will really drive through the tech focus.”

“We want to present a solution, a reason to buy, and create plenty of demand to drive those sales for retailers and Sony for Christmas,” said Barbour.

The campaign will also include branded promotions, advertising across print, online and broadcast outlets as well as in-store retail promotions across a number of categories.

Retail promotions include a bonus 3D entertainment pack with the purchase of a Bravia 3D TV, a bonus battery with a Cyber-shot camera purchase, and a five bonus Blu-ray discs with the purchase of a Blu-ray home theatre system.