To invite members of the media to the launch of its new LG Wine phone—to be held in the tents at L'Oréal Fashion Week—LG Electronics Canada sent out 50 phones to prospective guests. When the phone is turned on a message appears that reads—"Step stylishly into the world of fashion with LG Canada. As part of a select group of media and leading Canadian style influencers, please accept this phone as your official invitation to attend the upcoming launch of LG Canada's newest mobile phones."
The phones, active from September 15 until October 30, were delivered in wooden wine boxes bearing the LG logo. Guests who bring their phone to the October 22 launch will receive tickets to the company's LG Fashion Fusion event, a runway show and concert with Maroon 5 set to close Fashion Week on October 25.
The event and partnership with the Fashion Design Council of Canada is part of LG's Fall Fashion campaign. The company also sponsored the DSquared2 runway show during last month's film festival and is partnering with Fashion Cares, the annual fund-raising gala for the AIDS Committee of Toronto being held November 1.
