Following a poor run in 2008, Electronic Arts said it is planning to put forthcoming racer Need For Speed: Shift in pole position.

The game giant is preparing a major marketing campaign for the multi-format title when it launches September 18th in the US and on the 22nd in North America.

“Shift is a huge priority for EA,” product manager Kevin Flynn told MCV. “It will be treated to a triple-A launch campaign, as you would expect for such a prestigious title.

“We will be in all ATL areas with a significant TV campaign using a stunning high definition ad. We’ve been raising awareness of Shift for some time now and have had a presence at E3 and Cologne, as well as Gadget Show Live and the European Drifting Championships.

“September 18th is only the beginning, however, and Shift will remain a priority through to Christmas this year.”

“We are confident that Shift will confirm Need For Speed as the premier racing franchise in the industry – it is a return to a quality and engaging racing game,” said Flynn.

“With the racing pedigree and expertise of Slightly Mad Studios, combined with Black Box’s presentation skills, Shift should delight Need For Speed fans both old and new.”