LEGOLAND Windsor
Celebrating the Magic of Christmas at LEGOLAND Windsor
We were tasked with launching LEGOLAND’s first Christmas opening and raising awareness and excitement amongst the media and families.
The story
The campaign
To strengthen LEGOLAND’s position as the UK’s favourite children’s theme park, we partnered with Great Ormond Street Hospital to raise funds through an integrated marketing and PR campaign.
We arranged an exclusive fundraising celebrity feature in Hello!, a celebrity VIP day, NOP research among adults and children, and online competitions with Blue Peter, Fox Kids and parent-focused websites.
A national press day hosted 100 journalists and their families, while ITV’s This Morning filmed on location and delivered more than three minutes of branded coverage.
The impact
Results
- 0165 media hits
- 0225m audience reach
- 03600,000 Christmas visitors
- 04£20,000 raised for Great Ormond Street Hospital
- 05£390,000 advertising equivalent value