Building Brand Enthusiasm for LEGOLAND®
Our overarching aim is to create news, generate national headlines and build excitement for the LEGOLAND brand to drive footfall and repeat visits, underpinned by an ‘always on’ press office function.
That’s why, when 7-year-old Stanley applied for the Head Model Maker job, we wrote back, inviting him to the Park for work experience.
We invited ITV Meridian to film the day, resulting in three TV hits, and packaged up the story to appeal to national news. This generated 90 pieces of coverage, including seven national print; 27 online; 28 radio and lots of social chat. The news even featured on Good Morning America and was the fourth most read article on BBC News Online.
It’s also why, when we read the news about Big Ben being silenced, we jumped on this with a tongue-in-cheek picture story announcing that LEGOLAND would be silencing the daily chimes of its 3m tall Elizabeth Tower, but for four days as opposed to four years! This clever ‘newsjack’ secured 56 pieces of coverage across national and consumer print, online and radio.