LG Launches Final Promotional Campaigns in Paris, London, and Brussels Ahead of Expo Selection

Announcement of Host Location Scheduled at November International Exhibition Organization General Assembly

LG is launching a final all-out effort to secure the '2030 Busan Expo.'

LG announced on the 24th that from October to the end of November, it will intensively carry out support activities for the Busan Expo bid in major European cities such as Paris, France; London, UK; and Brussels, Belgium. Paris is where the 173rd General Assembly of the International Bureau of Expositions (BIE), which will vote on and announce the Expo host city, will be held on November 28. Paris, London, and Brussels are known as areas where ambassadors of BIE member countries, who play a crucial role in selecting the Expo host city, mainly reside.

While conducting support activities for the Busan Expo bid, LG will also carry out marketing activities to enhance the LG brand's prestige. Starting early next month, LG will display advertisements supporting the Busan Expo bid on large electronic billboards at four FNAC stores, an electronics and book retailer located in downtown Paris. Additionally, from the end of next month, about 2,000 city buses in Paris will carry advertisements promoting the Expo. From early November, approximately 300 billboards will be concentrated in downtown Paris. The Expo support messages currently displayed on six large billboards inside Paris Charles de Gaulle International Airport are planned to be maintained until the end of November.

Detailed image of 21 attractions of Busan expressed in paper art for LG's newspaper advertisement supporting Busan Expo bid / Photo by LG

From mid-October, LG will showcase wrapping advertisements on double-decker buses in London, UK. Near Brussels Central Station in Belgium, large wall advertisements will be displayed, among other various forms of advertising to support the Expo bid. The London double-decker buses travel to major landmarks in the city, making them highly symbolic and widely used by both London residents and tourists. Brussels Central Station is located in the heart of Brussels, where many people gather, including near the Brussels City Hall and other major tourist attractions.

LG is pursuing the Expo bid through advertisements at world-famous landmarks with high foot traffic and advertising effectiveness. Since June last year, promotional videos have been screened on large electronic billboards at Times Square in New York, USA, and Piccadilly Circus in London, UK. Starting from the 15th, coinciding with the opening of the 78th United Nations (UN) General Assembly, the number of promotional video screenings on the Times Square and Piccadilly Circus billboards has been increased tenfold compared to before. The promotional videos are now shown for about 12 hours a day in total.

LG’s key executives, including Koo Kwang-mo, CEO of LG Corporation, plan to continue bid negotiation activities targeting major strategic countries until the final announcement of the Expo host city at the end of November.

An LG official said, "Considering that the Busan Expo can greatly benefit the Korean industrial ecosystem, we plan to widely promote the charm of Busan until the announcement of the Expo host city on November 28 to support the final bid effort," adding, "Since this Expo bid support activity is taking place at world-renowned landmarks, we see it as a great opportunity to promote the LG brand globally."

This content was produced with the assistance of AI translation services.