Situation Analysis
LG Electronics was set to launch two hot new phones, the Shine Phone and Prada Phone by LG at the year's most important mobile phone conference and exhibition, the 3GSM World Congress. Generating media coverage and creating a buzz about these phones were not only crucial to LG's success at the show but would also help sales of these phones take off faster. LG was also unveiling its new global strategy for mobile phones, which would give investors and industry watchers a basis for their predictions for the rest of the year.

Burson-Marsteller Korea organized a press conference, global media interviews and other communication activities for LG Electronics at the 3GSM World Congress held in Barcelona, Spain in February 2007 to introduce LG's new Shine Phone and Prada Phone by LG, and well as its global business strategy.

Implementation & Strategy
Burson-Marsteller employed a number of tactics to generate media coverage before, during and after the show. These included a press conference, interviews with major media and trade publications, as well as consultation on ad placement during the show. All of this was to help position LG as a thought leader and trendsetter in premium mobile phone design and cutting edge technology. Burson-Marsteller also dispatched key staff to Barcelona during the show to provide on the ground support and strategic counsel.

Thanks to Burson-Marsteller's contacts and careful planning, LG was able to introduce its new products and business strategy for 2007 in front of over 150 influential journalists from LG's target markets all over the world. Their message was reinforced through interviews arranged with such high profile media as BBC TV, the Wall Street Journal, Reuters, Dow Jones Newswires and Bloomberg.

Burson-Marsteller also worked one-on-one with LG executives to ensure that they were able to effectively deliver the company's key messages during print and television interviews.

In all materials given to journalists and shared with the public, from media kits to press releases, Burson-Marsteller highlighted LG's award-winning designs, premium products and well-thought strategy.

Results
Burson-Marsteller helped LG to cement its status as an industry leader in the minds of prominent journalists. This led to overwhelmingly positive coverage not only of LG's new handsets but also of its overall strategy, which is currently leading the company toward its goal of becoming one of the top three mobile phone makers.

Burson-Marsteller also delivered LGE's 3G technology prowess and leadership message through worldwide exhibitions including 3GSM Congress 2004 in Cannes, France, ITU Asia 2004 in Busan and CommunicAsia 2005 in Singapore. Long term media relations beyond the scope of the exhibition were developed through media briefing sessions and communications guidebooks.