The Brick was a brick-building experience at LEGOLAND Windsor Resort that took place in spring 2022. Located next to the iconic Miniland, it was filled with hundreds of thousands of LEGO bricks for aspiring Model Makers to use to create, build and play together.
We were asked to use a creative PR-led activation to earn high-profile media coverage and increase urgency for tickets. Key for us was to take reach beyond travel media and into mainstream news and features, driving reappraisal among families with kids, while continuing to engage loyal customers.
Our simple idea playfully subverted one of LEGOLAND’s most iconic and exclusive attractions. In partnership with online estate agents, Purplebricks, our competition asked kids to submit entries for Model Makers to build their family’s home, car and even their family in a 1:20 scale.
Out of 1000+ entries, the Molloy family-of-five from Southampton came face-to-face with their idyllic detached home in LEGO brick form – and discovered that the remarkable creation would go on permanent display in Miniland.
Our Purple Bricks plot listing received 6,054 visitors, with 57.2% of visits converting to submissions to the competition. Organic content published on LEGOLAND’s owned social channels generated a further 3,516 click-throughs to the competition page.
The campaign helped to reimagine and sparked conversation around one of LEGOLAND’s most iconic attractions, while also positioning The Brick, as the must-do experience for families in spring 2022.
LEGOLAND Windsor Resort Watch the moment competition winners, The Molloy family, got the ‘keys’ to their LEGO house…