MUMBAI: LG Electronics has announced that Lee Young Ae, the star of the Korean television show Daejanggeum (A Jewel in the palace), has signed a contract as the company's face for upcoming marketing campaigns aimed at the Asian market.

LG's integrated marketing campaign for Asia will kick off this month and features both advertising and promotional activities across the region. The ad campaign featuring Lee Young Ae, who played the title role in Daejanggeum, will be executed simultaneously through TV, online, mobile and print media and in public places. Lee Young Ae will also attend promotional events such as new product launch parties, concerts, fan meetings and so on.

LG executive VP Sang Kook Chung says, "Lee Young Ae is more than just a beautiful actress. While her image is sophisticated and upscale, Lee young Ae as Daejanggeum projects the aura of an out-of-box thinker and caring human being. All these images are perfectly matched with LG in the sense that LG is the innovative electronics brand that cares about customers and continues to develop next generation technology. LG hopes to reinforce brand awareness in Asia through this campaign by positioning the company as a lifestyle enhancer just as Daejanggeum always worked to break down set ideas to the benefit of the people around her in the drama."

LG's integrated marketing campaign for Asia encompasses the whole region and the entire line of LG products including Plasma TV and digital home electronics.