Legoland Discovery Centre launch campaign

Legoland Discovery Centre Launch Campaign

After working with Merlin Midway since 2016, we welcomed an invitation to get involved in Merlin Entertainments’ latest UK attraction: Legoland Discovery Centre, Birmingham.

The ultimate indoor playground was the second to be built in the UK and opened in July 2018 just outside the centre of Birmingham and ideally situated opposite the popular National Sea Life Centre.

The ambitious brief required us to:

  • Drive pre-launch awareness and engagement by increasing number of unique website visitors and impressions served on social media
  • Drive pre-launch bookings to support overall targets
  • Drive bookings and awareness once the attraction was open



With the benefit of hindsight, we were able to analyse previous Merlin Entertainments’ attraction opening campaigns and our ongoing Merlin Midway campaign activity to develop a multifaceted strategy to deliver the desired outcome.

The answer lay in Facebook, Search and Display to balance awareness driving impressions and direct response conversion elements. The campaign budget was weighted to meet the planned targets; maximising the Christmas opportunity to sell First 2 Play Annual Passes, before launching a broader awareness campaign, that culminated in focussed conversion activity in the countdown to launch.


Through a mix of data driven targeting approaches, we were able to effectively identify and deploy ads to tailored audiences built from website visitors, lookalikes of customers and targeting modifiers from our experience and learnings. All activity was geo-targeted based on drivetime insight and brand growth opportunity to ensure budget was focussed where it would be most beneficial.

A highlight of the campaign was making the most of the well loved brand LEGO® to promote the launch of the attraction. We were able to make the most of key assets and photography to present the proposition in a digital-friendly and targeted way. The campaign plan was then put through testing and optimisation to refine the message to its optimum based on data learnings. We were reactive and flexible too, pro-actively adopting new elements to incorporate local PR activity and maximising countdown tools in the lead up to launch..


The activity achieved and exceeded targets for website visits and bookings. And with total impressions in excess of 4 million, social engagements of 14 thousand and 12 thousand Facebook followers acquired the campaign awareness and engagement was well received.

We look forward to continued success as we support the attraction with post-launch online marketing.


Strange helped us set a new online marketing standard for attraction openings. They devised a highly targeted campaign delivering a compelling message to the right audiences. We have a solid platform to build on the campaign success with Strange.

Chris Coventry
Marketing Manager, Legoland Discovery Centre