It was a steamy affair at the ultra-chic SOHO Metropolitan penthouse recently for those in attendance of the official LG SteamWasher and Dryer launch.

Touted by LG spokesperson Frank Lee as the “most energy efficient units available in retailers” today, Frank demoed the sleek machines and regaled those in attendance (including Yummy Mummy Racheal McCaig and blogger extraordinaire Casie Stewart) on “personal washing mishaps.”

The SteamWasher launch was highlighted by a special appearance by hot Canadian designer Brandon Dwyer, who offered fashion tips and tricks to maintaining your ready-to-wear clothes. 

(Favourite tip from Brandon— spray hairspray on sparkly clothing so it doesn’t get on your other clothes in the wash!)

As seen on the LG Electronics Facebook page, the event ended at the top of the swanky penthouse with a little mingling, hors d’oeuvres and a beautiful view of the city of Toronto.

LG Electronics Canada helped usher in September with an exclusive media preview event at the High Road offices, showcasing a pair of 3D HDTVs from their brand new INFINIA line and a series of advanced networking options from their home theatre line.

This immersive single day session was led by Frank Lee and Kevin Andrews from LG, offering an intimate, detailed look at these incredible HDTVs. A dozen top Canadian media “geeked out” to the max, as journalists from the Toronto Star, Toronto Sun, Sympatico.ca, Marketnews and elsewhere speculated on the viability of 3D for the home market, the changing face of the local cable providers and the increasing pressure to offer smart, affordable HD and 3D content to Canadians everywhere. The event was good, ol’ fashioned public relations in its purest form and truly showed the value of engaging media in thoughtful two-way discourse.

Frank even commented at the end of the session that he learned as much from the attendees as they learned from him—a “win win” situation for all involved and proof that a strong media event can provide coveted industry insight far beyond the resulting press coverage and blog posts.

… Not a bad way to wrap up the summer and ease into TIFF season!

High Road leads events and PR efforts for LG Canada throughout this season’s biggest week on the Canadian fashion calendar

TORONTO – October 21, 2009 – High Road Communications is putting its most stylish foot forward for LG Electronics Canada at LG Fashion Week. The bi-annual fashion event that unites some of the most fashionable and influential VIPs, industry and consumer influentials as well as established and up and coming designers from Canada and around the world is running from October 19th to October 24th in downtown Toronto.

With a wide range of runway shows, product launches and industry showcases taking place all week, High Road is providing full event management and PR support for LG Canada. High Road has been integral, from strategic planning through to every last detail on site at the event, to ensure that in this second season as title sponsor, the Company truly struts its stuff.

“LG Fashion Week is essential to LG Canada and our brand positioning,” says Frank Lee, Senior Manager, Sponsorship, LG Electronics Canada. “High Road knows our brand as if it were their own, and they understand fashion. They are the ideal partner for us – the perfect accessory to LG’s ensemble, as it were. The smart and stylish thinking and amazing creativity that goes into everything High Road does for LG at LG Fashion Week is a high impact differentiator for our business.”

High Road has a full team on-site all week at the event, working from LG Fashion Week’s new King Street location on a number of events and media programs. This includes the management of product activations for LG HDTVs and mobile phones, selection and management of the LG booth in the main Fashion Environment and leading all media relations and partner/VIP invites for LG Electronics.

High Road worked closely with the Fashion Design Council of Canada (FDCC) and their partners in the months leading up to LG Fashion Week, to help incorporate the LG brand and various LG products/PR programs in the event calendar.

“This is the third season of fashion week we’ve worked with LG at Fashion Week and the experience gets more robust and more fun with every passing year,” says Justin Creally, President, High Road Communications. “LG is one of our most dynamic clients and it’s been an amazing experience to work closely with them on this project to ensure that their title sponsorship of LG Fashion Week provides a wide range of exposure opportunities for the brand. High Road has great success with big brands and big events, and LG Fashion Week is no exception.”