Jul 13, 2011 12:40 GMT  ·  By

Finnish handset vendor Nokia is gearing up for the launch of its first mobile phones that would run under Microsoft's Windows Phone operating system, and is said to prep an expensive campaign aimed raising awareness on its new brand positioning. The company might be set to spend around £80 million ($127 million) in a marketing campaign for its new Windows Phone devices, Marketing Magazine reports.

Apparently, the leading handset vendor aims at kicking off the new campaign sometime in October, the same month during which the first handsets based on Microsoft's mobile OS might hit the market.

It would be a major global integrated campaign that could spread over a six-month period. Nokia contracted several agencies for putting it in place.

Back in February, Nokia announced that it would be moving away from Symbian and that it would adopt the Windows Phone platform from Microsoft as the primary OS for its upcoming smartphones.

However, the company will still launch a series of Symbian-based devices over the next few years, and also promised support for the platform for the years to come.

In the meantime, they are readying new handsets powered by Windows Phone, and are set to kick off volume production in 2012.

This year, there would be a few such devices available for end-users, Nokia confirmed, but did not unveil specific info on their hardware capabilities, nor on their release date or pricing.

Apparently, nothing was confirmed on the said marketing campaign either, Marketing Magazine notes.

“We are excited about the Nokia with Windows phone, but it's not our policy to comment on specific campaigns for unannounced products,” a Nokia spokesperson reportedly stated.

While Symbian is slowly falling into oblivion, Nokia hopes to regain some of the market share it lost to Android in the past quarters with the launch of Windows Phone devices, as they should prove increasingly appealing to end users.