Press Release

07/01/2004

LG Electronics Unveils U.S. Branding Strategy at 2004 International Consumer Electronics Show

LG Electronics Unveils U.S. Branding Strategy at 2004 International Consumer Electronics Show

LG Electronics Unveils U.S. Branding Strategy at 2004 International Consumer Electronics Show

Coast to Coast - from Times Square to Hollywood -
LG to Invest $300 Million Over Next Three Years to Build Brand in U.S.

LAS VEGAS, Jan. 7, 2004 - As part of LG Electronics' quest for U.S. market leadership, the company today unveiled its latest product innovations and provided details on plans to aggressively build its global brand in this country. Increasingly, LG is making itself known in the United States as a manufacturer of cutting-edge, performance-driven products that deliver on the brand promise of its new slogan, "LG: Life's Good."

At a press conference here today on the eve of the 2004 International Consumer Electronics Show (CES), LG executives discussed the company's plans to invest more than $300 million over the next three years as part of a broad-based U.S. branding initiative. The new campaign coincides with the launch of the LG brand in the digital video display and media categories in the United States.

"This will be a watershed year for LG Electronics in the United States," said Michael Ahn, president and CEO of LG Electronics USA, Inc. "We are a global consumer electronics leader, recognized in many markets around the world for delivering innovative products that perform in ways that exceed consumers' imagination. Now, it is time for us to accelerate our leadership position in the U.S., and we are well on our way to doing so, given recent successes in our digital appliance and mobile phone businesses, and now the dramatic launch of our digital display and media products."

Already a recognized leader in plasma display panels (PDPs), liquid crystal displays (LCDs) and digital TV in key markets around the world, LG is staging a dramatic debut in the U.S., the world's largest digital market. Exemplifying its leadership in innovation, LG is, for the first time, taking the wraps off the world's first 76-inch PDP, along with other digital display, television and media products that will establish LG as a top-tier player here in this category.

LG digital display products will be supported with a full marketing program, including print and TV advertising, direct mail and sponsorships, all of which will reflect the company's new marketing platform - "Life's Good" - underscoring LG's commitment to delivering products that enhance human experiences and help make life better.

Last month, LG unveiled its $10-million Times Square billboard in New York City - a stunning display of the company's commitment to expanding its U.S. footprint. The interactive, light-emitting diode (LED) billboard screen further dramatizes the company's entry into the fast-growing digital display and media market and reinforces the brand's emerging status as a leader in developing "smart luxury," cutting-edge digital display, appliance and mobile phone products.
"Our new 'Life's Good' platform truly articulates LG's belief in the need to put a human face on technology - to develop products that enhance the way consumers live, work and interact with each other in a most meaningful way," said Ahn, who highlighted other 2004 LG brand-building initiatives, which include:

Lead sponsor of the Las Vegas Freemont Street Experience (FSE), located in the heart of downtown Las Vegas, comprised of a 90-foot-high, four-block-long electronic canopy that presents spectacular sight and sound shows, including live concerts and LG Action Sports exhibitions, each night of CES at dusk. The FSE's canopy has been covered this year for the first time with an LG LED screen.

Presenting Sponsor at the 2004 Sundance Film Festival, consistent with LG's support of the arts and dovetailing with the 2004 branding campaign. The company's latest PDP and LCD products will be prominently displayed at high-profile venues frequented by celebrities and trend-setters, while LG Mobile Phones will be the official wireless handset provider during the 10-day event.

LG Action Sports Championship, in which LG Electronics has launched a five-year, multi-million-dollar sponsorship and marketing campaign behind the new LG Mobile Phone Action Sports Championships, season-ending competitions for skateboarding, freestyle BMX, freestyle motocross and inline skating.

Wiltern LG Theater, where LG Electronics has underwritten the restoration of one of America's most beautiful landmark theatres. The historic Los Angeles venue has been renamed the "Wiltern LG," and features some of the company's most exciting new digital display technologies.

Kicking off the LG Electronics 2004 branding effort is the company's most significant presence ever at a consumer electronics show, including banners, billboards and taxi-top ads, plus product placements throughout the Las Vegas Convention Center and around town. The centerpiece is LG's 88-by-110-foot booth (#8314, Central Hall), which showcases the broad new line of LG-brand displays and other digital products. LG products received more CES 2004 Innovations Awards than any other manufacturer, all told, 17 honors for advanced technology and industrial design excellence.

LG Electronics, Inc. (Korea Stock Exchange: 6657.KS) was established in'58 as the pioneer in the Korean consumer electronics market. The company is a global force in electronics, information and communications products with more than 64,000 employees working in 76 overseas subsidiaries and marketing units around the world. LG Electronics comprises' three primary business companies: Digital Display & Media, Digital Appliance, and Telecommunication Equipment & Handset. LG Electronics' goal is to enable the intelligent networking of digital products that will make consumers' lives better than ever. For more information, please visit www.lgeus.com.