LG Electronics Chalet to Welcome World Cup Ski Fans -- Birds of Prey Features Immersive LG Experience by Brand Connections

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LG Electronics invites fans to visit the LG Chalet this weekend at the world-famous Birds of Prey World Cup Ski event in Beaver Creek, Colo. Ski fans will experience LG electronics in the high-tech home, as part of an integrated marketing campaign on the mountain and in social media. The experience was produced by New York marketing and media company, Brand Connections.

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LG Chalet is a high-tech home for skiiers

“LG is a unique fit with skiers who seek peak performance, and Brand Connections is the partner we needed to bring our brand promise to life for this high performance audience," said Amy Koenig, Partnership Marketing at LG."

LG Electronics USA will host the 20,000 ski fans expected to attend the annual Birds of Prey World Cup on November 30 in Beaver Creek, Colo. at the LG Chalet – a fully-loaded “home” on the slopes near the race course finish line. The LG Chalet, designed like a high-tech home, offers visitors an immersive experience in the LG Brand that meets skiers needs – to refuel, hang out, and dry off.

“LG is a unique fit with skiers. They seek peak performance when they’re on vacation and when they’re at home, using top quality electronics and appliances,” said Amy Koenig, Partnership Marketing at LG. “The Birds of Prey World Cup is the place to connect with them and Brand Connections is the partner we needed to bring our brand promise to life for this high-performance audience.”

LG is the exclusive electronics/appliance partner of the Birds Of Prey, the largest and most prestigious skiing event in the country. The brand will be featured throughout the mountain on LG digital billboards, in the VIP tent and through multiple advertisements onsite and on social media affiliated with the event feeds.

The LG Chalet was designed and developed by LG partner, Brand Connections (http://www.brandconnections.com), a marketing and media company expert in making brands relevant to consumers through Branded Consumer Experiences.

“The LG Chalet is intended to drive awareness and consideration for the brand and the chalet makes the brand relevant to ski fans who live for thrills and appreciate great technology,” says Sherry Orel, CEO, Brand Connections.

The LG Chalet is divided into 4 sections – that look and feel like home. The kitchen’s centerpieces are an LG oven and refrigerator stocked with beverages for guests. At the Tech Bar, pre-loaded LG Optimus G phones offer consumers a hand-on experiences. Three 55” LG television models will be tuned in to Alaska skiing footage from the film, FLOW STATE of Ted Ligety & Marco Sullivan. In the laundry room, outfitted with an LG washer and dryer, skiers can get their gloves dried while they explore the tent. Greeters, wearing LG-branded ski gear, will invite ski fans to the LG Chalet and educate them on products.

The Birds of Prey course is the only stop on the men’s tour in the United States. The elite skiers will compete in the following events:

  •     November 30- Men’s Downhill Race    
  •     Saturday December 1 - Men’s Super G Race
  •     Sunday December 2 - Men’s Giant Slalom Race

In addition to the Birds of Prey sponsorship, the LG Freestyle Tour will begin in January and tour ski resorts across the US through March.

LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $49 billion global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances, commercial displays, air conditioning systems and energy solutions, all under LG's "Life's Good" marketing theme. LG Electronics is a 2012 ENERGY STAR Partner of the Year. For more information, please visit http://www.lg.com.

ABOUT BRAND CONNECTIONS: Brand Connections (http://www.brandconnections.com) is an independent global marketing and media company that creates Branded Consumer Experiences™ by integrating digital and venue-based product experience networks for national and global brands. Founded in 2001, Brand Connections has connected hundreds of Fortune 500 brands with more than 2 billion customers by reaching them when they are in the right frame of mind to engage with brands. Brand Connections is expert in trial-generation; tactics include product sampling and experiences, targeted out-of-home media, experiential marketing, retail activation and digital and social media integration. Brand Connections is majority owned by Veronis Suhler Stevenson (VSS), a leading media and communications private equity firm.

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Bonnie Rothman Morris
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