[The Insight]
海外法人 任員들이 各國 任員 面談
國內線 駐韓公館 對象 公演 招請
製品 TV廣告에 誘致應援 메시지도
LG가 系列社들의 力量을 모아 ’2030 釜山世界博覽會(엑스포)‘ 誘致 支援 活動에 積極 나서고 있다. LG電子 等 글로벌 事業 力量을 保有한 系列社들은 協議體를 構成해 海外 誘致 交涉 活動을 進行 中이다. LG유플러스 等은 自體 製作 콘텐츠와 注文型비디오(VOD) 廣告에 弘報 映像을 送出한다. 美國 뉴욕 타임스스퀘어를 비롯한 國內外 據點을 中心으로 電光板과 오프라인 賣場에서 誘致 弘報 映像을 꾸준히 上映하고 있다.
글로벌 事業 力量 保有한 系列社 中心 誘致 活動
LG는 7月부터 年末까지 關江客 入出일이 많은 釜山 金海國際空港 入口 電光板과 金浦國際空港 廳舍 내 電光板 等에서 ‘2030 釜山世界博覽會’ 弘報映像을 내보내고 있다. LG 提供
LG電子, LG化學, LG에너지솔루션 等 글로벌 事業場과 生産法人을 두고 있는 系列社들의 最高經營者(CEO)와 社長級 任員, 海外 地域 代表 및 法人長들이 海外 誘致 活動 全面에서 活動하고 있다. 이곳 任員들은 海外 出張 때 該當 國家 主要 人士 面談에 積極 나서고 있다. 向後 ’2030 釜山世界博覽會誘致委員會‘의 民官合同使節團 派遣 때 同行해 誘致 活動을 積極 支援할 計劃이다.
LG電子는 지난달 國際博覽會機構(BIE) 總會가 열리는 프랑스에서도 誘致 弘報 活動을 했다. 7月 21¤24日 프랑스 에비앙리조트골프클럽에서 進行된 ’LPGA 아문디 에비앙 챔피언십‘ 大會 期間에 클럽하우스 옆 大型 電光板을 통해 ’The One and Only Busan‘이라는 메시지가 담긴 弘報 映像을 上映했다. LG電子 經營陣과 유럽 地域 代表도 行事에 參席해 海外 主要 人士들을 對象으로 釜山 엑스포 誘致에 對한 關心과 支持를 要請했다.
國內에서는 LG電子를 中心으로 主要 BIE 會員國의 駐韓 外國公館을 對象으로 會社 自體 行事나 展示, 公演 等에 招請하면서 支持를 이끌어내고 있다. LG는 向後 國內外 對外 行事 參與視에도 誘致 弘報 活動을 連繫할 計劃이다.
뉴욕 타임스스퀘어, 런던 피커딜리 廣場에서 엑스포 弘報
LG가 ‘2030 釜山世界博覽會’ 誘致 熱氣를 높이기 위해 設置한 서울 파르나스호텔 앞 大型 屋外廣告物.
LG는 世界的인 랜드마크는 勿論 各國 空港과 野球場 等에서도 釜山 엑스포 誘致 弘報 映像을 持續的으로 上映하고 있다.
2月에는 뉴욕 타임스스퀘어, 런던 피커딜리 廣場의 電光板에 ’더 파노라믹(The Panoramic)-海雲臺‘라는 作品을 한 달間 선보였다. 韓國의 傳統 繪畫 材料인 水墨으로 釜山 海雲臺를 表現한 李祥源 미디어아트 作家의 作品이다. 畫宣紙 中央을 가로질러 水墨의 먹線이 그려지는 場面으로 始作되는 映像은 海雲臺의 波濤와 海邊, 이를 즐기는 사람들의 모습으로 連結된다. ’The wave from BUSAN, KOREA‘라는 文句로 끝을 맺는다.
6月에는 뉴욕과 런던의 같은 電光板에 BIE 總會 ’2030 世界博覽會‘ 誘致 競爭 프레젠테이션에서 上映된 弘報 映像을 上映했다. 이 映像은 서울 光化門과 市廳의 大型 電光板을 통해서도 市民들과 만났다.
HS애드가 製作한 이 映像은 海雲臺, 光眼大橋, BEXCO, 甘川文化 마을 等 釜山의 아름다운 景觀들을 담았다. 古色蒼然한 遺跡, 뜨겁게 搏動하는 다이내믹한 모습을 보여주며 e스포츠 大會, 國際 콘퍼런스, 藝術 公演 等이 活潑히 열리고 있는 釜山의 에너지 넘치는 모습을 담았다.
映像은 釜山의 魅力을 ’에너지(ENERGY)‘ ’冒險(ADVENTURE)‘ ’多樣性(DIVERSITY)‘ ’아름다움(BEAUTY)‘ ’藝術(ART)‘ ’當身(YOU)‘ 等 6가지 키워드로 生動感 있게 表現했다는 評을 받기도 했다.
7月부터 年末까지 LG의 主要 據點 大型 電光板과 屋外 廣告物 14個 媒體에 誘致 弘報 映像을 上映 中이다. 觀光客이 많이 드나드는 釜山 金海國際空港 入口 電光板, 金浦國際空港 廳舍 내 電光板에 誘致 弘報 映像을 내보내고 있다. 流動 人口가 많은 서울 파르나스호텔 앞 大型 屋外 廣告物, 서울 蠶室野球場 내 LG트윈스 電光板 等에도 上映해 엑스포 誘致 雰圍氣를 띄우고 있다.
TV 廣告와 오프라인 賣場도 엑스포 弘報 通路로 活用
具光謨 ㈜LG 代表(오른쪽)가 서울 麻谷 LG사이언스파크의 LG化學 硏究所에서 觸媒를 活用한 炭素 低減 技術을 說明하는 職員의 말을 傾聽하고 있다. LG提供
LG電子를 비롯한 系列社 製品과 서비스의 TV 廣告에도 誘致 應援 메시지를 담았다. LG유플러스_ LG헬로비전은 인터넷TV(IPTV)와 케이블TV 채널을 活用해 弘報 映像을 꾸준히 上映한다. 地自體와 連繫한 誘致 支援 企劃 프로그램을 製作·放映해 ’2030 世界博覽會‘에 對한 國民的인 認知度 向上에 寄與한다는 計劃이다.
오프라인 賣場도 積極 活用하고 있다. LG電子와 LG生活健康, LG유플러스는 賣場 內 懸垂幕과 배너, 弘報物을 통해 全國 賣場을 찾는 顧客들에게 釜山 엑스포 誘致 메시지를 傳達할 計劃이다. LG電子는 베스트샵 賣場 TV 製品에도 誘致 弘報 映像을 上映해 賣場을 訪問한 顧客들에게 엑스포 誘致의 重要性을 弘報한다. 釜山市 2030엑스포推進本部에 따르면 世界博覽會를 誘致할 境遇 全 世界에서 3480萬 名이 釜山을 찾을 것으로 豫想된다. 經濟 誘發 效果 側面에서는 生産과 附加價値 效果가 各各 43兆 원, 18兆 원으로 推算된다.
LG는 國際博覽會機構 現地 實査의 主要 評價 項目인 開催 候補地 國民들의 認知度를 向上하고 誘致 熱氣를 高調시키기 위해 積極的인 弘報 活動을 展開해 나가기로 했다.
Spreads the ‘Busan Wave’ to the World
with Digital Signages
LG
Vehicles with Expo Logo Runs Around in Downtown Paris
Invites High-Level Officials to Global Hyundai Motor Experience Centers
Puts forward Future Car Solutions such as Metamobility
LG Group is stepping forward to support the bid for the World Expo 2030 Busan by gathering the resources of its affiliates. LG‘s global affiliates with global business capabilities such as LG Electronics have launched a consultative body to engage in overseas lobbying activities. LG U+ and other affiliates are showing promotional videos to self-produced contents and VOD advertisements. They continue to show the promotional videos on the electronic boards and screens at key local and overseas sites, including the Times Square in New York and offline stores.
Bidding Activities Led by Global Affiliates
Promotional video for the World Expo 2030 Busan, shown on an electronic board at Times Square in New York operated by LG.
The CEOs, president-level executives and representatives of LG’s global businesses such as LG Electronics, LG Chem and LG Energy Solution, and LG‘s global affiliates that have global operations and production units are working at the frontline of the bidding activities. The executives are actively seeking to meet with leading figures when they visit foreign countries on overseas business. LG executives will also join the government-private sector joint delegation of the “Bid Committee for World Expo 2030 Busan” to support its activities.
LG Electronics promoted bidding for Busan Expo in France, where the BIE General Assembly was held last month. It showed “The One and Only Busan” promotional video on a large electronic board near the Club House of the Evian Resort Golf Club in ¤vian-les-Bains, France, where the “LPGA Amundi Evian Championship” was held on July 21~24. LG Electronics’ executives and regional representatives from Europe also participated in the events to ask foreign leaders to support bid to host the Busan Expo.
Domestically, LG Electronics and other affiliates are working to secure support from major BIE member countries by inviting diplomats from their embassies in Korea to company events and exhibitions and performances. LG Group plans to include Expo promotional activities in future local and overseas events.
Promoting Busan Expo on Times Square
in New York
LG continues to show promotional videos for the Busan Expo at global landmarks and populated places like airports and baseball stadiums in foreign countries.
For the month of February, LG showed “The Panoramic - Haeundae” on an electronic board at Times Square in New York and Piccadilly Square in London. The work of Lee Sang-won, a media artist, illustrated Haeundae beach in Busan with traditional Korean painting ink. The video begins with a scene of ink lines being drawn across the center of Korean paper Hwaseonji and leads to the waves and beaches of Haeundae and people who enjoy them. It ends by showing the phrase “The wave from BUSAN, KOREA.”
In June, LG showed a promotional video which had been shown at the presentation of candidate cities to the BIE General Assembly on the same electronic boards in New York and London. The video was also shown to the Korean people on large electronic boards at Gwanghwamun and City Hall in Seoul.
The video, produced by HSAd, features beautiful landscapes of Busan, including Haeundae, Gwangan Grand Bridge, BEXCO and Gamcheon Culture Village. It features ancient relics and dynamism of Busan, the latter illustrated by e-sports competitions, international conferences, and art performances.
The video was praised for vividly illustrating Busan‘s charm with six key words: ENERGY, ADVENTURE, DIVERSITY, BEAUTY, ART and YOU.
LG will be showing promotional videos on the large electronic boards at its major hubs and 14 outdoor advertising media outlets from July to the end of the year. They include the electronic boards at the entrance of Gimhae International Airport in Busan and inside Gimpo International Airport terminal that are frequented by global and local tourists. LG is also boosting the public atmosphere for the Expo bid by showing promotional videos on a large outdoor advertisement board in front of Grand Intercontinental Parnas Seoul where many people move around and the LG Twins’ electronic board in Jamsil Baseball Stadium in Seoul.
TV Commercials and Offline Stores
to Promote Expo Bid
TV commercials for products and services of LG Electronics and other affiliates include messages of support for the Expo bid. LG U+ and LG Hello Vision have been showing promotional videos on their IPTV and cable TV channels. They also plan to produce Expo bid promotional programs in conjunction with local governments to raise public awareness of the World Expo 2030.
LG Group is taking a full advantage of its offline stores. Stores of LG Electronics, LG H&H, and LG U+ plan to hang banners and provide promotional materials to customers. LG Electronics will also promote the Expo bid to customers by showing promotional videos on televisions displayed at the Best Shop stores. The World Expo 2030 Bid Promotion Headquarters of the Busan Metropolitan City says that 34.8 million people from around the world are expected to visit Busan if the city hosts the world fair. It will result in the creation of production worth 43 trillion won and 18 trillion won in values added.
LG Group will engage in active promotional activities to raise people‘s awareness of the Expo and boost the fervor for hosting the World Expo 2030, which are key elements of the on-site inspection of the BIE.
구특교 記者 kootg@donga.com
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