Larger Than Life in Las Vegas, Samsung Creates Multi-Sensory Experience at Wireless Industry’s Annual Show

Company Blankets Historic Stardust With Record-Breaking Building Wrap

LAS VEGAS, April 5 /PRNewswire/ — In a style befitting Las Vegas, Samsung
Telecommunications America (Samsung) announced its powerful presence at the annual CTIA Wireless 2006 trade show through a variety of marketing tactics guaranteed to capture the attention of the more than 35,000 exhibitors, attendees and media expected to attend the wireless industry’s premiere showcase event.

On the famous Las Vegas strip, Samsung is making history with a record-
breaking 55,000 square foot wrap of the legendary Stardust Resort and Casino. The wrap — which promotes two of Samsung’s slimmest multimedia phones, the a900 and t809 — is expected to be one of the largest outdoor advertisements in Las Vegas’ history. It is the first, and one of the last wrappings for the Stardust, which is scheduled for demolition in early 2007.

As show attendees near the convention center, a 30-foot tall mock-up of
the ultra-slim a900 mobile phone will meet them, and when they leave, show-
goers will see Samsung’s branding on five, four-sided 14-foot tall banners at
bus stops. With additional Samsung signage on more than 200 taxi toppers,
outdoor and airport banners, and in Starbucks(TM) locations inside the Las
Vegas Convention Center, Samsung has blanketed CTIA and Las Vegas.

Once inside the convention center, in Samsung’s 7,200 square foot exhibit
space (Booth #3226), the company has created an experiential guided tour —
“The Samsung Experience” — giving show-goers a simulated journey into the
future of wireless through three vignettes: Mobile Leadership, Mobile
Expression and Mobile Entertainment. Each vignette highlights mobile
lifestyle applications of Samsung’s cutting-edge wireless devices, brought to
life via special lighting, music and visual techniques.

“The Samsung Experience is a unique way for consumers to visualize
Samsung’s concepts for the future — concepts of a truly wireless lifestyle,”
said Peter Skarzynski, senior vice-president, Samsung. “This multi-sensory
presentation is unlike anything that’s been done in the wireless industry.
It’s a revolutionary way to appeal to show attendees.”

At the tradeshow, Samsung also has sponsored a wireless scavenger hunt and
the “Fashion in Motion” fashion show. For the scavenger hunt, attendees can
enter for a chance to win Samsung prizes such as a plasma television or
wireless phone by simply answering a few questions. With the “Fashion in
Motion” sponsorship, Samsung’s latest wireless phones will be incorporated
into a live fashion show, reinforcing the company’s strategy of designing
phones with style in mind. New for 2006, “Fashion in Motion” has implemented a scholarship program for design students, challenging them to produce wearable wireless technology.

About Samsung Telecommunications America
Samsung Telecommunications America, L.P., a Dallas-based subsidiary of
Samsung Electronics Co., Ltd., researches, develops and markets wireless
handsets and telecommunications products throughout North America. For more
information, see STA’s website at .

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies with
2005 parent company sales of US$56.7 billion and net income of US$7.5 billion.
Employing approximately 128,000 people in over 90 offices in 51 countries, the
company consists of five main business units: Digital Appliance Business,
Digital Media Business, LCD Business, Semiconductor Business and
Telecommunication Network Business. Recognized as one of the fastest growing
global brands, Samsung Electronics is a leading producer of digital TVs,
memory chips, mobile phones, and TFT-LCDs.
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