LG is backing its new range of 2.5G mobile phones with a three-prong campaign.

The company claims to be the world's fifth largest maker of mobile handsets with a 5.2% global share. Last year it distributed more than 15 million units.

It recently entered the UK market, and according to LG UK's general manager for marketing, Nigel Couzens: "We intend to make a big splash and quickly gain a strong foothold in the market."

Its campaign runs from now through to December and will see double-page spreads in all the major pre-Christmas issues of such magazines as FHM, Maxim, Loaded, GQ, Cosmopolitan, Marie Claire, Glamour and Heat as well as in specialist mobile phone titles.

Backing comes from outdoor publicity, which will see posters on more than 150 roadside sites and on around 400 buses.

The ads, said LG, are designed to build awareness of its brand in the mobile phone market, as well as focus on individual product features.

The LG7100 camera phone (pictured above), for instance, has a 270 degree swivel head, a flash and an organic LED screen while the LG35001 has 40 polyphonic ringtones and picture messaging.

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