Press Release

11/07/2007

It’s Montréal’s time to Shine as LG Electronics Canada and Birks Present an Evening of Elegance

It’s Montreal’s time to Shine as LG Electronics Canada and Birks Present an Evening of Elegance
Montrealers get first look at the latest in LG SHINE phone series

Montreal, November 7, 2007 ---To many, Montreal is considered Canada’s capital of fashion, so it’s only fitting that LG Electronics Canada (LG) would host an exclusive event at the city’s historic home of one of Canada’s fashion icons, BIRKS. In this city of style, LG and BIRKS have come together to celebrate two luxurious fashion lines: the LG SHINE Series and BIRKS CITIQUE™.

Held at Birks’ flagship Montreal store, the gala event will shine the spotlight on the stylish LG SHINE Series, which includes the LG SHINE Slide phone and the LG SHINE Flip phone. Also, on display will be the spectacular diamond-encrusted LG SHINE Slide phone and the ultimate LG SHINE Flip phone charm, which together are valued at $30,000. Additionally, LG will unveil a never before seen Limited Edition Gold Metallic LG SHINE Flip phone, which is exclusive to TELUS. Like the rest of the LG SHINE phone series, the Gold Metallic LG SHINE Flip phone is the ultimate in sophistication. To round out the night, the event’s fashionable guests will also get to experience the newly unveiled BIRKS CITIQUE™ collection. “The LG SHINE phones have been designed for people who refuse to compromise on either style or technology. Montrealers understand style and the essence of fashion, and we are excited to present our phones to this chic group that was clearly born to shine,” said Andrew Barrett, Vice President, Marketing, LG Electronics Canada. “We are proud to showcase our unique diamond phones along with the launch of the never before seen Gold Metallic LG SHINE Flip phone with the Canadian style-institution icon, Birks.” “True style speaks volumes. It is breathtaking, awe-inspiring and thought provoking,” said Daisy Chin-Lor, Executive Vice-President and Chief Marketing Officer, Birks & Mayors. “With the LG SHINE phone series and the BIRKS CITIQUE™ diamond collection, we’re piquing the imaginations of discriminating people whose own styles pronounce their eye for sophistication and their passion for good design.” he newly launched Canadian LG SHINE Phone Series leads the way worldwide in terms of features and functionality when compared with other countries’ SHINE offerings. With six design centres across the world, including Seoul, Milan, Beijing, New Delhi, Tokyo and New Jersey, LG Electronics shows commitment to a design-led product development strategy, an approach that will help establish LG as the number one manufacturer of design-focused mobile phones worldwide.

The LG SHINE Phone Series includes features such as:
- Sleek, stainless steel body
- High quality 2 Megapixel digital camera
- MP3 player that can hold up to 4,000 songs
- Brilliant, oversized QVGA screen
- Bluetooth stereo
The LG SHINE phone Series is available nationwide through Bell, Rogers and TELUS. The Gold Metallic LG SHINE Flip phone is available only at TELUS locations across Canada. BIRKS CITIQUE™ is the latest collection by Birks Signature designer Jose Hess, who creates an easy sense of glamour and movement with a suite of earrings, pendant, bracelet and ring dazzling in diamonds set in 18 carat white gold. The new collection became available at all Birks stores in Canada and all Mayors stores in Florida and Georgia on November 1st 2007. In celebration of the SHINE Phone Series launch, LG is offering consumers the chance to be the hero this holiday season by entering the “Born To Shine” contest. One lucky winner will win four pieces of the BIRKS CITIQUE™ line just in time for the holidays. To enter the “Born To Shine” contest go to www.lg.ca/shine. Additionally, Shine Phone owners can enter the IMEI, ESN or MEID number located at the back of the phone for a chance to win an extra $5000 shopping spree at Birks. The contest runs until December 2nd.

For more information on LG, please visit www.lg.ca

About LG Electronics, Inc.:

The LG brand was established in 1995. The company is a global force in electronics, information and communications products, with more than 82,000 employees working in 77 countries around the world, and annual total revenues of more than US $35-billion (non-consolidated). LG Canada has offices in Toronto and Vancouver. LG Canada is focused on delivering award-winning products known for blending style and technology. These innovative products include cell phones, flat screen TVs, laptop computers and digital appliances. For more information please visit www.lg.ca.

For additional information, please contact:

Wendie Godbout
High Road Communications 514-908-0110, ext.311 wgodbout@highroad.com

Riva Turner
High Road Communications 416-644-2242 rturner@highroad.com

Donna Battista
Birks&Mayors
514-397-2511 dbattista@birksandmayors.com

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