The display will be televised across the globe, from the USA and China to Russia and Brazil, and will aim to promote the capital as the number one destination for visitors and business travellers.
Taking place from The London Eye’s location, this international display is being created by renowned pyrotechnician Christophe Berthonneau and will feature an incredible sequence of fireworks, never before seen in the UK.
Andrew Warner, marketing director, LG Electronics UK and Ireland, stated: “We will be using LG technology to significantly enhance the experience on the night and ensure that London's New Year celebrations become a global talking point. 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.”
The midnight fireworks display is set to attract large crowds and designated viewing areas will add a special musical soundtrack by BBC Radio One in the hours leading up to midnight.
The sponsorship of the fireworks 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 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.