Legoland

2011 Season Launch

The Brief

Legoland briefed Taylor Herring on an awareness campaign split into two phases, first – the launch of their new multi-million pound attraction ‘Atlantis’ and second – a buzz building campaign to reinforce Legoland’s position in the competitive theme park market.

Strategy

Taylor Herring’s strategy was multi-faceted in order to secure a broad coverage footprint while meeting all client objectives.

As broadcast coverage was a priority for the client, Taylor Herring executed an initial charm offensive amongst targeted shows, coordinating desk-side briefings with producers and forward planners from the likes of Daybreak, This Morning and Blue Peter to gauge interest in the upcoming Atlantis attraction.

To supplement this, we encouraged LEGOLAND to piggy-back the Royal Wedding agenda by transforming their mini-land Buckingham Palace set into a wedding balcony scene which was then exploited as a route to cross-platform coverage.

Further to this activity, Taylor Herring used the Atlantis ride build as an evolving coverage opportunity with media invited to chart each stage of development from the filling of the tank to the acclimatising of the fish, culminating in a celebrity launch event upon completion attended by the likes of Cherie Blair, Dervla Kirwan, Rupert Penry-Jones and Nell McAndrew.

Coverage

Over a four month campaign period Taylor Herring secured:

7 TV pieces – including This Morning, Blue Peter and London Tonight

45 Print pieces – including The Sun, Daily Mirror, Metro, The Times, Daily Telegraph, Daily Mail, The Guardian, Evening Standard, OK! and Financial Times

114 Online pieces – including Times Online, Sun.co.uk, Telegraph.co.uk, Yahoo, Virgin Media and Time Out

Coverage Highlights

Blue Peter - Four minute segment on Atlantis

London Tonight – OB from LEGOLAND and interview with chief model maker

The Sun – Feature on Atlantis ride opening

The Guardian - DPS picture story for Royal Wedding photo stunt

OK! – Spread on celebrity launch event