Sega of America said it is planning a $100
million campaign to support the launch of its upcoming Dreamcast super video
game console in North America.
The Dreamcast introduction, still about a year off, will touch all parts of
the target consumer’s life with advertising, sales promotions, event marketing
and retail merchandising, the company said.
Sega said it has signed up Foote, Cone & Belding–San Francisco; Alcone
Marketing Group; the Howard Marlboro Group (HMG) and The Catalyst Group.
“Sega’s business plan mandates ‘kick-ass marketing’ to launch our new
console,” said Bernard Stolar, president and COO, Sega of America. “We can’t
wait to surprise the consumer with our definition of what that means.”
Sega of America is the arm of Tokyo-based Sega Enterprises Ltd. responsible
for the development, marketing and distribution of Sega videogame systems and
videogames in the Americas. Sega Enterprises Ltd. is a nearly $3 billion
interactive digital entertainment company.