Press Release

10/11/2007

LG Electronics Canada and Birks Celebrates Launch of LG Shine Series Phones with Evening of Elegance

LG Electronics Canada and Birks Celebrates Launch of LG Shine Series Phones with Evening of Elegance
Precious Stones Meet Coveted Phones at Unveiling of $30,000 Ultimate SHINE Phone and SHINE Phone Charm

MISSISSAUGA, October 11, 2007 --- When it comes to style and sophistication, Canadians rely on a handful of select brands. Today, two of these top brands, LG Electronics Canada (LG) and Birks, come together to host an evening of elegance to celebrate two luxurious lines: the LG SHINE Series and BIRKS CITIQUE™.

The gala event, held at Birks’ flagship store in Toronto’s tony Yorkville district, not only celebrates the release of the most chic phone series ever to launch in Canada, but will unveil an exclusive diamond-encrusted LG SHINE phone and the ultimate LG SHINE phone charm, inspired by and designed especially for the LG SHINE Series by Birks, the Ultimate LG SHINE phone and charm are valued at $30,000. “Some people are born to shine ? our new series of phones have been designed for them,” said Andrew Barrett, Vice President, Marketing, LG Electronics Canada. “The LG SHINE phones reflect the sophistication, the sense of style, and the ground breaking technology desired by style conscious Canadians fascinated by technology. We are delighted to launch these phones with the Canadian style-institution icon, Birks, which shares our values of utmost quality, superior design and unparalleled elegance.” “The way we present ourselves to the world ? through what we wear and the accessories we choose ? can reveal more about us than the things we say,” said Holly Brubach, Creative Director, Birks & Mayors. “With the LG SHINE phone series and the BIRKS CITIQUE™ diamond collection, we’re speaking directly to discriminating people whose style declares their sophistication and their passion for good design.” In Canada the LG SHINE Phone Series is making its debut with the world’s most advanced SHINE phone in the world. 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 is currently available at Telus and will be available at Bell and Rogers in the coming weeks. 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 will be available at all Birks stores in Canada and all Mayors stores in Florida and Georgia as of 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 “Shine for the Holiday” contest. One lucky winner will win four pieces of the BIRKS CITIQUE™ line just in time for the holidays. To enter the “Shine for the Holidays” 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 from October 11th to 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:

Katherine Dyriw
High Road Communications 416-644-2288 kdyriw@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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