LG gets in gear at the Melbourne Formula 1

By Martin Vedris

MELBOURNE: LG, a Global Partner of Formula 1 and also an official Technology Partner of Formula 1, will be unveiling its 2009 product ranges at the opening round of the Formula 1 this weekend in Melbourne, Thursday 26 to Sunday 29 March 2009.

The company will also give consumers a chance to win a daily prize worth $5,000 and have their photo taken behind the wheel of a full scale Formula 1 car.

“We are delighted to be able to kick start LG’s Global F1 partnership here in Australia,” said LG Electronics Australia marketing director, David Brand.

“LG is a premium and innovative brand and we feel there is a tremendous synergy with Formula 1 with its highly technical and aspirational proposition.

“We are a market leader in cutting-edge technology and look forward to delivering this key message, and our innovative products, to the Australian market and millions of people globally,” he said.

At the Grand Prix in Melbourne this weekend, consumers will be able to experience LG’s products at the specially-designed LG Technology Design Centre, situated in the LG Merchandising Centre.

Visitors to the LG Design Centre can experience some of LG’s products from the mobile phone range, including the 8-megapixel camera phone Renoir (KC910) and the soon to be released Arena (KM900) multimedia handset, as well as the 2009 flat panel TV and AV ranges. Meanwhile all the race action will be streamed live from the track into the LG Design Centre.

Fans will also have the chance to win a number of LG products as part of a $5,000 daily prize pool, and they will be able to have their photo taken while sitting in a Formula 1 car, with their ‘own’ pit crew in the photo as well. The images will be available to download free from a dedicated mircrosite.

The Formula 1 is a major sponsorship deal for LG. As the Official Data Processor of the series, LG will be credited on the official live timing service at all Formula 1 events and in the associated timing and data TV graphics. The company can also capitalise on a comprehensive package of premium marketing rights worldwide in association with the Formula 1 brand.

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