NINTENDO READIES GAME BOY ADVANCE CAMPAIGN
By Adnews Staff
Vancouver-based Nintendo of Canada will promote the June 11 launch of its Game Boy Advance system with a new advertising campaign using the tagline, "Life Advanced." The handheld game console has a 50% larger screen than its predecessors. Up to four machines to be linked together, and players can also connect to the Internet with a modem accessory. Initially the game console will be available in three colours, violet, translucent blue and white. Translucent pink devices will become available in July. Seventeen software titles will be available on the launch date, with 60 titles expected to be on shelves by the 2001 holiday season. A ten-week television campaign began running on May 21, supported with print advertising in teen-oriented publications. Also, Game Boy Advance Demo teams will travel to various events this summer to allow consumers to sample the new system. Public relations activities are planned for the launch day. Advertising for Nintendo of Canada is done by Leo Burnett. Public relations are handled by GCI Group.