LegoLand Discovery Centre Manchester

LEGOLAND Discovery Centre is one of Manchester premier tourist attractions where children can explore the fun and learning associated with LEGO.

The Brief

Generate media coverage for the tourist attraction which increases brand awareness for LEGOLAND Discovery Centre and encourages people to visit.

Our Response

With little ‘new’ news to champion about the attraction we had to get our thinking hats on. Armed with a master model maker and 100,000 LEGO bricks, we got creative and took on the news agenda creating mini-figure builds of key events before they unfolded.

Our first major success was ahead of the 2015 Leader’s Debate, we created a mock up of the ITV set and used mini-figures to represent the seven parties in the debate. Issuing pictures to press the day before the event, on the morning of the debate our pictures were in three of the major national news papers, we then took the set to the camera crews waiting to report about the debate outside MediaCity UK securing a further five pieces of broadcast coverage including BBC News, Sky News and ITV whilst pushing the story out as far as it could go.

Later that month, whilst the second Royal Baby was imminent and Kate was waiting to go into labour we created the expected scenes of the Royal Family leaving the Lindo Wing again issuing them to the nation’s press. The success was outstanding generating widespread media coverage around the world giving the papers something to report about and a great visual tool as speculation continued.

pieces of coverage
280 million
advertising value equivalent