It has unveiled a package of measures, among them major perimeter board presence, product placement, sampling and competitions which will capitalise on LG Electronics major exposure gained during the recent Cricket World Cup in South Africa.
The firm has an existing deal with the sport's governing body, the ICC, until 2007, which includes sponsorship of the ICC Trophy in England in 2004 and the Cricket World Cup in 2007.
Said Sarah Newman, marketing manager, LG Electronics: “We were extremely impressed by the momentum and exposure the LG brand gained due to the television and press coverage of the World cup and we recognise that international cricket involving the England team can deliver us large audiences across the summer here in the UK.”
The package was put together by the Frontiers Group UK, which will work exclusively on behalf of LG Electronics on its new programme. Frontiers Group UK is the exclusive commercial partner to all the Test match grounds in England.
