Sony and Billabong partner together to ride wave of success

Auckland, 09 July 2009: – Sony and Billabong today announced a strategic partnership in New Zealand to connect with fans of both brands.

The companies will collaborate on a number of initiatives that will add value through new business development, brand enhancement and ultimately increased sales. This includes, but is not limited to, sponsorship of events, product demonstrations, store appearances, content development, retail integration, co-branding opportunities and promotional campaigns.

Sony New Zealand’s Marketing Services Manager, Peter Buckton, said he sees the union with Billabong as a fantastic opportunity for both well-known, global brands to excite and engage consumers and bring the enjoyment of using technology products to life.

“In today’s environment, partnerships and collaborations are a practical way of delivering high-impact activity and maximising commercial value,” he said.

Derek O’Neill, Billabong International’s Chief Executive Officer, said, “Billabong continues to build its digital media presence so the partnership with Sony greatly enhances the brand’s ability to capture and deliver the rich imagery that defines Billabong.”

Sony’s market leading capabilities across a range of technologies from Cyber-shot cameras and flash-based Handycam camcorders through to televisions and VAIO notebook computers ensure the delivery of higher quality entertainment to Billabong’s tech-savvy youth market.

Handycam: Talk is Cheap, Show Me the Video

One of the first activities to bring the partnership to life is the upcoming campaign for the Handycam flash-based camcorder range. The campaign, “TALK IS CHEAP. SHOW ME THE VIDEO” will bring together Billabong athletes and content to demonstrate the capture the moment benefits of flash memory recording with a camcorder.

Billabong ambassadors Joel Parkinson (surfing) and Jon Lorcan (skateboarding) will be featured in the campaign. It will focus on the unbelievable moments or stunts you can only prove happened because they were captured on video.

Elements of the activity will include print advertising, and web activity on popular youth sites Facebook & Bebo. The campaign kicks off today & will be rolled out across various media over the coming months.
About Sony Corporation

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony Global Web Site: http://www.sony.net/. Sony New Zealand Web Site: www.sony.co.nz

For further information and images please contact:
Melanie Pohl
The Media Counsel PR
Ph: (09) 361 8713
Email: mpohl@mediacounsel.co.nz