LG Electronics, the sponsor of London's 2008 New Year's Eve fireworks display, is bringing some of the world's biggest icons to the capital to greet the New Year in style.
Mayor of London, Boris Johnson will beam a personal message on to the Shell Building, situated on the Thames, via the world's tallest video projection. He will be amongst a star studded list of international personalities sharing their message of goodwill in the countdown to 2009.
The projections will form part of the build up to the midnight fireworks display at The London Eye, which is being organised by the Greater London Authority and is being created by internationally renowned pyrotechnician Christophe Berthonneau.
The celebrity projections have been devised in partnership with The Prince's Trust, which helps unemployed young people gain skills to find work. The Trust's young ambassadors, who have turned their lives around with the charity's support, will also attend the display as VIP guests.
Martina Milburn, chief executive of The Prince's Trust said: "This is a chance to celebrate everything that is great about our country, including its young people who make an enormous contribution to our society."
"Working together with the Prince's Trust and using LG technology, we will significantly enhance the experience on the night and ensure that London's New Year celebrations become a global talking point," says Andrew Warner, marketing director, LG Electronics UK and Ireland. "The New Year countdown is a moment of optimism - when people forget the troubles of last year and celebrate the next. London is a truly global, cosmopolitan city, providing the perfect location for this exciting spectacle. The sponsorship coincides with the first ever LG global brand campaign and is a perfect fit with our brand's philosophy of Life's Good."
London's New Year's Eve fireworks display has been acclaimed around the world and attracts large crowds. Revellers in London are being reminded that viewing areas will close when they are full. For those able to able to get into the viewing areas, there will be a specially mixed soundtrack from BBC Radio 1 as they wait for the fireworks at midnight.
Mayor of London Boris Johnson says, "Central London has some of the best bars, restaurants and hotels in the world. I can think of no better city to spend New Year's Eve and these fireworks will remind Britain and the world of the joys and charms of this city all year round. I'm particularly keen to remind the global business elite that London offers them unique opportunities and an inimitable lifestyle. Even these tough economic times cannot detract from the wealth of architecture, culture, gastronomy and people which make London the best city in the world to work, rest and play."
The sponsorship of the fireworks, managed by BBH, LG's global strategic and creative communications agency, is aimed at building a greater emotional connection to the LG brand globally as millions of eyes watch the capital celebrate the strike of twelve. It comes hot on the heels of LG's recent Formula 1, LG Arena and London Freeze sponsorships in the UK, all of which are helping to move the brand from being purely a product-driven organisation to one that brings memorable experiences to consumer's lives.
For more information on LG Electronics products/services, visit www.lge.com.