Sony has announced the launch of its first unified marketing campaign in Australia, ‘make.believe’.

The campaign spans across all of Sony’s divisions – Sony Australia, Sony Computer Entertainment Australia, Sony Music, Sony Ericsson, Sony Pictures Releasing Australia, and Sony Pictures Home Entertainment.

According to a statement released by the company, the ‘make.believe’ tag line signifies the ability for Sony to combine “its competitive advantages in electronics and entertainment to deliver new and exciting experiences for consumers.”

“By aligning all its external communication efforts and delivering a consistent, unified message to consumers, Sony seeks to enhance the strength and reach of its brand across countries and cultures, and continue to change how people experience the world through its full spectrum of products and services,” said the statement.

Group manager of brand marketing at Sony Australia, Vanessa Hamilton, indicated that make.believe will appear across all Sony’s advertising, promotional materials, sports sponsorships, product packaging, retail outlets and online content.

“The combined strength of the Sony companies will enable us to deliver a more compelling, content-rich proposition for retailers and consumers alike. For example, Sony is involved throughout the entire process of 3D – from development, to production of 3D hardware and content.”

The company is also heavily spruiking its website which it says has been heavily invested in.