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!

LG’s products had been long‐considered the epitome of sophistication and style, so it was only fitting to have the brand extend its association even deeper into the fashion industry with the announcement of LG’s title sponsorship of Toronto Fashion Week in 2009. With the goals of highlighting LG upcoming sponsorship role, the company’s unique fusion of technology and style, and demonstrating the company’s commitment to the fashion community in the year to come, LG hosted the Fashion Fusion Gala at the end of Toronto’s Fashion Week in September 2008.

Located in a reconfigured Fashion Week tent in Nathan Phillips Square in Toronto, over 1,000 industry icons, designers and consumers alike mixed and matched while experiencing a fête of fashion. High Road worked with agency partners to stage a full fashion show with designers Agent Provocateur, Greta Constantine, Wayne Clark, Shan and a handful of International design students treating the audience to the full runway experience. Additionally, High Road managed the launch of a new fashion phone series, which was integrated into a Carlie Wong fashion show.

Entertainment was provided by Grammy Award‐winning and International musical talent, Maroon 5, who rocked the runway with their soulful sounds. High Road worked with a variety of agencies and different vendors to coordinate all the logistics of the tent, entertainment, fashion show and catering.

To open up access to the public, LG projected the party on a huge screen outside the tent in Nathan Phillips Square. And when LG conducted an open casting call for aspiring models to strut their stuff on the runway and win access into a variety of fashionable events, High Road did public relations as well as online editorial outreach and social media relations to spread the word..

The Fashion Fusion Gala secured coverage from top‐tier publications, news broadcasts and online sites. The program, which continued with LG Fashion week in March 2009, October 2009 and October 2010, continues to drive home the message that LG is a brand focused on high‐tech and fashionable design.

Learn more at: www.lgfashionweek.ca

Before Olympic fever hit the country, High Road and LG Canada were on the slopes in Vancouver promoting six of Canada’s top snowboard athletes.

LG, an official sponsor of the Snowboard FIS World Cup, and a supporter of the Canadian Snowboard Federation for the 2009-2010 season, wanted to leverage pre-Olympic competitions to engage and provide media with opportunities, assets, information and access to Olympic hopefuls.

To do so, High Road worked with LG to create online buzz and positive brand association by creating “Life’s Good” biography videos with six of Canada’s top snowboard athletes, including Olympic gold medalist Maelle Ricker, Olympic gold medalist Jasey-Jay Anderson, Olympic silver medalist mike Robertson, and Jeff Batchelor, Matt Morison and Kimiko Zakreski.

The videos were launched on December 13^th at a press conference in Vancouver and were made available on the LGTeamCanada YouTube Channel, at www.lg.ca and www.canadasnowboard.ca.