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Wiltern LG Theatre(U.S.A)
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| As the main sponsor, LG Electronics has renamed Wiltern Theatre, a popular place in LA, as Wiltern LG Theatre. The company implements this
cultural marketing campaign in a bid to rank among the top 3 firms in the North American market by 2005. Under this sponsorship agreement, LGE
will sponsor the theatre for the next five years until September 2008, display its sophisticated products such as the 60-inch PDP TV, and
implement various marketing campaigns. |
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This sponsorship is doubly meaningful because LGE can boost brand recognition by sponsoring an American cultural legacy and can consequently establish itself as an American consumer-friendly brand.
LGE’s sponsorship of Wiltern Theatre also strikes a cord among Korean Americans in LA, since this was the first time a Korean company has renamed an American performing hall after its corporate name as part of its sponsorship efforts; thus serving as a source of pride for Korean Americans.
Established in 1931 and designated as an American cultural legacy, Wiltern Theatre attracts an audience of 300,000 viewers annually. In 1981, however, the theatre was nearly torn down in accordance with L.A.’s urban restructuring plans. This scheme was eventually withdrawn after LA citizens protested. As such, the theatre has sentimental value not only for LA citizens but also other Americans.
LGE is set to continue its various cultural marketing campaigns to increase brand awareness and promote its sophisticated products. |
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| Baduk
Tournaments (CIS) |
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| With growing popularity of Baduk
in CIS (Russian Baduk Association has more than 30,000 registered
players), LG Electronics has made Baduk part of its Cultural
Marketing activities by hosting Baduk tournament games in various
cities around CIS region since 1998 with resounding success.
Cultural Marketing is LG Electronics's own unique marketing
activities where local cultural characteristics are leveraged
in promoting LG. |
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| 2003 |
- Event: 2003 LG Grand
Prix Baduk Tournament
- Organizer: Russia Baduk Association
- Period: June 26 – June 29, 2003
- Venue: Moscow, Russia
Participants and nations: about 320 from eight countries
such as Russia, Ukraine, Belarus, and three Baltic
nations, namely Lithuania, Estonia, and Latvia.
In the finals, Dimershtain Alexander gained two
and a half houses, beating female rival Shishkina
Svetlanda in uphill fighting. Alexander had beaten
recent LG Cup World Baduk Competition Champion Wang
Ri Cheong who was also the former champion of the
Japanese Guksu Baduk Competition. |
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Student
Invention Contest (Korea)
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From 1990, LG Electronics has been
acting as the sponsor of the Student Invention Contest organized
by the Korea Invention Promotion Association and hosted by the
Korean Industrial Property Office and Chosun Ilbo newspaper.
The contest is being held to promote creative intentions by
students and to utilize the inventions in everyday life to facilitate
the growth of future inventors who can serve as the leader of
future industrial society. |
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| The contest chooses
winning inventions submitted from each category
- elementary school, middle school, high school
and college students. The submitted inventions are
exhibited in cities around the country and winners
are awarded with special admission to leading universities
of Korea. |
| Sponsored by |
| Ministry of Education,
Ministry of Commerce, Industry and Energy, Ministry
of Science and Technology, Chamber of Commerce of
Korea, Federation of Korean Industries, Korea International
Trade Association, Korea Federation of Small and
Medium Business, Korea Patent Attorney Association
and Korea School Invention Association. |
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| Culture
Festival (CIS) |
| Briansk, Russia |
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From 1997, LG Electronics has been
hosting LG Festival in 14 major cities of Russia and other CIS
regions including Kazahstan.
The festival goes beyond a 'one-way' event where only the messages
of the hosting company are transmitted. Rather, LG Festival
is a 'two-way' event where the entertainment value is maximized
for the participants through interactive participation and sharing
of different cultures. That is also the key behind huge popularity
of LG Festivals.
With participation of local residents including such VIP guests
as regional state governors and mayors, LG Festival offers many
different and fun events like karaoke contests and LG lottery
drawing. The festival has become the key ingredient in promoting
favorable and familiar image of LG the company and its brand.
This is part of LG's own unique cultural marketing where favorable
image and trust on LG brand is promoted through keen understanding
on local culture and its people who, thanks to their heritage
of socialism. are cautious toward foreign businesses while being
well aware of the side effect of capitalism of sometimes only
caring of profit.
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LG
champion Quiz (Asia, Kazakhstan)
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Since 1999, LG Electronics
has been supporting ‘LG Champion Quiz’ in
Southeast Asian countries that are highly enthusiastic
for the cause of education, like Thailand, Vietnam, Philippines,
Indonesia as well as Kazakhstan. LG Electronics awards
the young winners with scholarships and other LG Electronics
products in order to give them an incentive to excel.
This way, LG Electronics takes the lead in nurturing talent
and investing in potentially talented human resources
in such countries.
LG Champion Quiz was developed with consideration to the
high interest in education and growth of talented youth
in Thailand. It is broadcast at golden time slot during
weekend (1 p.m. on Saturday) for 50 minutes and has been
recording a 16% rating, which is three times higher than
other programs during the same time that average around
5%, showing its high popularity in Thailand.
LG Electronics - sponsored quiz show not only promotes
LG brand, but also supports education of talented youth
in countries that have suffered from the recent financial
crisis. The shows are also showing that LG Electronics
is fulfilling its responsibilities as good corporate citizen
by contributing to the local growth and development. |
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