LG forms a pas de deux

With American Ballet Theatre.

LG Electronics is collaborating with the American Ballet Theatre (ABT) in a choreographed alliance designed to raise the profile of its premium LG Signature brand.

LG Electronics US senior vice president, David VanderWaal said partnering with a renowned organisation like ABT adds a new dimension to the ‘Art of Essence’ behind LG Signature. “With exquisite attention to detail, LG Signature products redefine form and function for discerning consumers much like ballet aficionados,” he said.

LG’S ALLIANCE WITH AMERICAN BALLET THEATRE ELEVATES ‘LG SIGNATURE’ FOR DISCERNING CONSUMERS | Collaboration Brings Together Two Internationally Celebrated Brands: LG SIGNATURE and America’s National Ballet Company® (Photo Credit: Swan Lake by Gene Schiavone)

LG’s role as exclusive global electronics partner for the ABT involves engagement with ballet patrons in a variety of ways, from hosting pre- and post-performance events to product showcases at the Lincoln Center. Along with brand recognition as a major supporter throughout the 2019-20 ballet seasons, LG Signature will participate in ABT’s fall and spring galas.

The Signature range in the US includes the ‘W’ OLED TV, a refrigerator, double-oven, dishwasher, twin wash washing machine, washer-dryer and air purifier.

There was no information available from LG Electronics Australia on any plans for a similar collaboration locally.

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