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Press Release



Multifaceted partnership includes advertising campaign, a serialized webisode and a consumer promotion centered around individual style


SAN DIEGO, CA – April 23, 2009 – LG Electronics MobileComm U.S.A, Inc. (LG Mobile Phones) today announced an exclusive partnership with fashion icon Heidi Klum to promote the LG Rumor² phone and the idea that mobile phones have become an expression of personal style.  As part of the partnership, LG is unveiling personalized back plates for their recently released LG Rumor², which is available exclusively through Sprint PCS.  Heidi Klum, in her role as LG’s Ambassador of Style, lent her expertise to design five back plates and skins that express her personal style.  Like Heidi, consumers can express their individual style and unique personalities by customizing their LG Rumor² phones.

 The partnership includes an advertising campaign, online webisodes, and a consumer promotion.  The eight webisodes will be hosted by Heidi Klum and will live on  Here, aspiring fashionistas will have the opportunity to win a seat at Heidi’s Style Council where they will design the next LG Rumor² back plate.  They will be judged on their creativity and design execution. The winner will have their design featured in the exclusive collection, alongside Heidi Klum’s creations.

 “Our partnership with Heidi Klum is an indication of LG’s leadership in style and self expression,” said Ehtisham Rabbani, vice president of product strategy and marketing for LG Mobile Phones. “We are delighted to have Heidi share her vision and creative input. The Rumor² is not about a one-style-fits-all approach, but about individual style.”

 Consumers can win Heidi Klum’s limited edition butterfly design back plate by logging onto  Additional Heidi Klum back plate skin designs are available for $9.95.  For many consumers, mobile phones have become an extension of their personal expression. For those individuals, LG is offering an online interactive canvas to engage and inspire consumers to create their own Rumor2 skins to purchase.

               The LG Rumor2 print ad will launch on April 24th nationally.  The ad features Heidi Klum painted with butterflies to match her own created black plate demonstrating how the phone is an extension of her personality. The ad will be featured in weekly magazines as well as fashion driven monthlies.  Banner ads will also feature the image.

 To celebrate the partnership, Heidi will host an LG exclusive party later this month in Hollywood, CA to promote personal style and the LG Rumor². Guests of the party will include stylists, fashionistas and celebrities who embody the essence of style and personal expression.

 The Rumor² was launched in March of 2009 and available through Sprint network carriers.  LG is proud to offer consumers the Rumor2, which is an updated version of one our most popular messaging devices, the Rumor.

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 About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of USD44.7 billion, LG is comprised of five business units - Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world’s leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit

 About LG Electronics Mobile Communications Company

LG Electronics Mobile Communications Company is a leading global mobile communication and information company. LG creates handsets that provide an optimized mobile experience to customers around the world with its cutting-edge technology and innovative handset design capabilities. Increasingly, LG is pursuing convergence technology and mobile computing products. LG will continue to take leadership in the mobile communication environment with stylish designs and smart technology.  For more information, please visit 



LG MobileComm U.S.A., Inc.

Demetra Kavadeles

(707) 328-5307

Ogilvy Public Relations Worldwide

Marianne Steiner

(310) 248-6183