LG Electronics to focus phone marketing on functionality

SAN DIEGO: LG Electronics? is changing focus for its latest marketing initiative, spotlighting the function of the phone as opposed to its look.

SAN DIEGO: LG Electronics? is changing focus for its latest marketing initiative, spotlighting the function of the phone as opposed to its look.

?Mobile phones are an element that fits into everyone?s life,? said Melissa Elkins, senior PR manager of LG?s mobile phone division. ?They?re not just an accessory. They?re a necessity.?

The new effort will highlight how LG?s phones ?bring your life together, anywhere, anytime,? she said.

LG will also highlight partnerships with mobile phone service carriers. Many consumers often look for a service carrier first, and then think about the phone second. LG wants consumers to think about both together.

?We want to maintain a strong relationship with LG?s carriers,? said Alex Clark, an account supervisor with Ogilvy PR, LG?s agency. ?But we also want to build demand for LG, so people seek out the carriers that support LG?s phones.?

While LG?s outreach has been predominantly focused on the 18-to-24 age range, this effort will reach up to 34-year-olds.

In addition to consumer media outreach, LG will launch a multi-city ?Living LG Mobile Tour.? Kicking off in St. Louis and culminating at the LG Action Sports Championship event this fall, the tour will give consumers hands-on experiences with LG phones and accessories.

?We really want to focus on the big picture,? says Elkins. ?We?ve talked about features and fashion the last couple of years. Now we?re talking about how our phones are more than just fun and fashionable, but how they play a role in your everyday life.?

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