PLAY-STATION

Know your audience. Get results. The launch of the Hannah Montana PSP Entertainment Pack marked the first time PlayStation had a female-gamer geared product. 

I created targeted women's lifestyle media tour, using the product as a way to build relationships with women's lifestyle media. The goal of the tour was to secure coverage in the September fashion issues as the product launched in August. Strategies included ​using a female spokesperson on the tour, hooking press with the the new “lilac” color, focusing on PSP's general entertainment offering rather than the Hannah Montana game. 

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The tour was extremely successful, opening PlayStation's doors to consumer lifestyle media who did not traditionally cover PlayStation. I secured coverage in nearly all of the publications met with on tour.

WHERE

New York

WHEN