In a high-profile move to underscore its growing presence in the U.S. marketplace, LG Electronics unveiled its 2004 U.S. branding strategy at an exclusive event at Times Square in New York, U.S. on Dec. 17.
In addition to discussing how the company will promote its brand during 2004, LG executives spotlighted a lineup of digital product innovations in each of its major product categories -- digital displays, digital appliances, and mobile phones, including the U.S. unveiling of a 76-in plasma television.
The event culminated with the illumination of LG's new, U.S. $10 million New York billboard, an interactive light-emitting diode (LED) billboard in Times Square, measuring 50 ft high and 84 ft wide. According to LG, its sign, which is fully automated, interactive and wired for real-time communication, is a symbol of the company's expanding U.S. focus for growth. The billboard also will feature "slice of life" vignettes featuring LG products, consumers interacting with LG products, and New Yorkers using LG products. The billboard images will support the company's 2004 branding campaign theme: "LG: Life's Good."
LG Electronics said it is investing more than $100 million in 2004 to aggressively promote its brand as part of its first U.S. national branding campaign, which launches in the first quarter of 2004.
"The 'Life's Good' theme embodies LG's dedication to developing leading- edge technologies that enhance the way we live, work and interact with each other," said T.J. Lee, president and CEO of LG Electronics USA, Inc. "From the new billboard to high-profile sponsorships to a compelling new print ad and TV campaign, we are positioning LG as a luxury brand. Most importantly, the products deliver on the brand promise."
Other 2004 LG Electronics brand-building initiatives include Presenting Sponsorship at the 2004 Sundance Film Festival, where the company's products will be displayed at high-profile venues. LG Mobile Phones will be the wireless provider during the 10-day event.
LG Mobile Phones also has recently announced a 5-year, multi-million dollar deal and marketing campaign behind the all-new "LG Action Sports Championships," season-ending competitions for skateboarding, freestyle BMX, freestyle motocross, and inline skating.
The company has also relaunched the historic Wiltern Theater, an art deco performance venues in southern California, U.S. Restored through underwriting by LG Electronics, the theater has been renamed the Wiltern LG Theater and features the company's digital display technology.
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