Sony Australia is looking to engage with surfers in an effort to lift their brand which is currently wallowing in the shallows. As part of a new deal with surfing lifestyle group Billabong the Company has cut a deal with surfer Joel Parkinson who is currently sitting in 4th slot in the Billabong world surfing championships.
In his new role Parkinson will represent and endorse the Sony brand, Sony sub-brands and products with media, consumers and retail partners which in the real world means that Parkinson now has to be seen with a Sony Walkman as opposed to the hot selling iPod.
Parkinson is also set to flog the Sony Handycam flash-based camcorder range which is set to go to market under the tag line ‘Talk is Cheap, Show Me the Video’.
