LEGOLAND Discovery Centre
The Brief:
LEGOLAND Discovery Centre had to temporarily close its doors when the Covid-19 pandemic broke. The much-loved family attraction, based at Trafford Palazzo, Trafford City, challenged The Strong Agency with keeping the business front of mind with families across the North West whilst sensitively navigating the social agenda.
Our Strategy:
Christmas is, under normal circumstances, a time of magic and sparkle. When the pandemic unfolded, however, families were faced with a Christmas like no other. With the doors to businesses closed, alfresco events were the centre of all social activity. When Manchester City Council had to make the difficult decision to cancel the annual Christmas light switch-on therefore, families were understandably devastated. Determined to keep the festive magic alive The Strong Agency brought LEGOLAND Discovery Centre Manchester to the rescue and recreated the annual event for families to enjoy virtually in their own home. Working closely with the team at LEGOLAND Discovery Centre the iconic Manchester Christmas markets were built in MINILAND and plans put in place for a magical Christmas switch-on. Treating the event like any other, this was seeded to press, featured on listing sites, and promoted through social media, with the LEGO MINILAND Manchester activity firmly placed in family’s diaries. On the day itself, LEGOLAND Discovery Centre’s much-loved characters led the countdown, as MINILAND Manchester was illuminated in lights.
The Results
This campaign was effective not only in reaching the target audience, but engaging them. It recognised a problem and addressed it, creating a magical encounter for families to look forward to when little was normal. It delivered real value, an encounter that wouldn’t be forgotten. Families were quick to praise LEGOLAND Discovery Centre Manchester for the activity with one parent commenting “Thank you LEGOLAND Discovery Centre, you have made my children smile and brought a little magic to our family this Christmas.” The coverage and social reach was impressive attracting thousands of core family viewers for the switch on whilst driving blanket media coverage across the region.
Speaking on the campaign, the General Manager of LEGOLAND Discovery Centre Manchester, said: “Thank you, this is incredible and will not be forgotten.”
