So we made LEGO® part of whatever the North was talking about.
A MINILAND model for every headline, from the Corrie fire to This Morning.
The highlights
Freshest Media Relations Campaign, Fresh Awards 2013
Mums and LEGO® fans reached
This Morning and The Paul O’Grady Show
Facebook fans
LEGOLAND® Discovery Centre Manchester is an indoor LEGO® attraction at the Trafford Centre, and the brief was to win as much coverage as possible across the hour and a half to two hours its visitors travel from. Titles in Preston, Chester and Bolton want stories their own readers care about, so news about the attraction alone was never going to fill them.
MINILAND, the attraction’s LEGO® version of landmarks from across the North, gave us the canvas. With marketing manager Shaun Rhodes, master model builder Alex Bidolak and photographer Carl Sukonik, we turned whatever the North was talking about into a model and a picture: the Coronation Street fire, the Race for Life, a life-size LEGO® Premier League trophy for Sir Alex Ferguson’s retirement, two stormtroopers on the roof of the Trafford Centre, a LEGO® Oscar selfie and a "Taxi for Moyes" outside the LEGO® Old Trafford the day David Moyes left.
The Oscar #miniselfie ran in The Sun, the Daily Star, Mail Online, Heat, E! Online and Mashable, and the Moyes picture was shared by ITV.com and Metro and talked about by Simon Mayo on BBC Radio 2. When This Morning marked its 25th anniversary from the Albert Dock, Alex rebuilt the original set in LEGO®. Eamonn Holmes tweeted it to almost 600,000 followers, Alex was interviewed on the show, then on BBC Radio Manchester, Heart and Granada Reports, and Richard and Judy asked to take the model home.
The campaign won Gold for Freshest Media Relations Campaign at the Fresh Awards in 2013, the first award we ever entered. Across the year it reached 100 million mums and LEGO® fans, with national TV on This Morning and The Paul O’Grady Show, two appearances on Granada Reports, a steady run of national and regional coverage and Facebook fans grown to nearly 16k, while online ticket sales tracked closely with the PR.
Running an attraction that needs a reason to be in the news every week?
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