We were tasked with launching Legoland’s ‘first’ Christmas opening and raising awareness and excitement amongst the media and families.

We wanted to enhance Legoland’s proposition as the UK’s favourite kid’s theme park, so we teamed up with Great Ormond Street Hospital to raise funds, via the marketing and PR campaign.

We worked alongside the communications teams for both organisations to lay all the groundwork to deliver an integrated campaign. We set up an exclusive fund-raising, celebrity feature in Hello Magazine and celebrity VIP day with Great Ormond Street Hospital. We also commissioned NOP research amongst adults and children to coincide with the launch. Online competitions were set up with the Blue Peter, Fox Kids and parent-focused websites.

We held a national press day with 100 journalists and their families and secured location filming and spot on ITV’s This Morning – over three minutes of branded coverage. Over £20,000 raised for Great Ormond Street Hospital.

We landed extensive branded media coverage delivering 65 x hits across national and regional TV, radio and press, with an AVE of  £390,000.

Over 600,000 visitors to Legoland over the Christmas period and the campaign reached an audience in excess of 25 million.