LG Final Four Hospitality Program

The Ultimate VIP Treatment

As an Official Corporate Partner of the NCAA, LG Electronics hosted their top executive customers to several days of premium corporate hospitality around one of the marquee events in sports: the NCAA Final Four. For six years, Advantage handled all aspects of LG’s Final Four hospitality program.


The Event Studio handled and planned everything from guest list management, RSVP site management, guest communications, travel booking, hotel sourcing and room block management, venue sourcing, F+B planning, talent procurement, VIP gifting and amenities, daily activities, and on-site execution – every detail, big or small, was handled by the team.


Hospitality programs are nothing new, but the LG Final Four program stands out because each trip was designed to offer guests a one-of-a-kind experience, by showcasing native offerings of that year’s host city. Whether commonly known or off the beaten path, there was no shortage of unique activities for LG’s guests to enjoy. Brunch on a steamboat and a parade through the streets of New Orleans; helicopter tours of Atlanta; fireworks and a rodeo in Dallas; an Arabian horse show and a classic car museum in Arizona; and the integration of celebrity chefs and legendary college basketball talent – each Final Four weekend enabled LG to celebrate their brand and strengthen their customer relationships.


Aside from maintaining year-over-year high standards of service, Final Four weekend was the perfect opportunity for LG to showcase their NCAA sponsorship to their major customers, and to seamlessly integrate the latest LG products into the action. Guests could visit the hospitality lounge to watch pre-game excitement on LG OLED TVs, or grab beverages from an LG refrigerator. Products were also integrated into off-site venues and activities.


We couldn’t promise that their favorite team would take home the trophy, but attendees were always guaranteed to receive a weekend that truly took customer hosting to a new level.