Campaign: Tourism - Lego builds fanbase one brick at a time

Campaign: Legoland World Record Attempt
Client: Legoland
PR team: Shine Communications
Timescale: March - May
Budget: £18,000

Legoland Windsor is a family theme park aimed at three- to 12-year-olds. It has more than 50 rides, attractions, live shows and workshops in 150 acres of parkland.

To help build excitement around new Lego brand Land of the Vikings, the park attempted to build the world's tallest Lego tower over the May Day bank holiday.

OBJECTIVES

- To achieve national press and broadcast coverage around the Guinness World Record for the tallest Lego tower

- To increase visitor numbers.

STRATEGY AND PLAN

To engage media interest, Scouts were invited for a photoshoot and children were involved in the four-day tower building.

TV crews captured the final bricks being added as the tower rose to just under 100ft (30m) and set the record.

MEASUREMENT AND EVALUATION

The attempt was covered in The Times, Daily Mirror and Metro, with a segment on ITN's London Tonight. As well as radio coverage, there were more than 50 online mentions and regional coverage in the Liverpool Daily Post and the Western Mail.

RESULTS

Across the May Day bank holiday and during the weeks following, visitors to Legoland Windsor almost doubled from the same period in 2007.

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