Sony Ericsson has signed a deal with Emap2 in order to properly advertise their new Walkman phone series.

The contract between advertising company Emap2 and Sony Ericsson will be valid over a period of one year. By this time, three separate campaigns will run, emphasizing the advantages brought by Sony's mobile phones, capable of rendering music at high qualities.

"Following the success of last year's campaign with Emap2, we were committed to working together again and to look at the creative possibilities for Sony Ericsson this year. This new campaign will take us to the next level in terms of exposure to music fans, a level of exposure made a lot easier to achieve thanks to Emap's fantastic media brands that will carry the great campaign ideas to the audience", said David Hilton, head of marketing at Sony Ericsson UK and Ireland.

Emap2 will include advertisements in radio, print, TV and online offerings in order to make the names of Sony Ericsson's Walkman phones stand out as the most efficient devices for mobile music listening.

The campaigns will be called "My Music Mate", "Greatest Unheard Artists" and "Kiss My Mix", each with a different strategy. They are all suggestive names that promise highly creative executions of the concept that the advertising company and Sony Ericsson both wish to deploy.

All advertisements, and especially the online ones, are meant to direct people to microsites where they can find further information on the campaign. Moreover, those that actually access these sites can enter competitions that might bring them Sony Ericsson mobile phones and many other prizes.

Emap Advertising is an advertising company that seeks solutions based on the understanding of online consumer behavior. It mostly uses the way that people feel while browsing the Internet in order to find better solutions to respond to their needs.