Case Study

Legoland Discovery Centre Launch Campaign

We were delighted to win the brief to help Merlin Entertainments’ launch Legoland Discovery Centre, Birmingham.

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

Brief

The ambitious brief required us to:

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

Approach

We used a comprehsive data driven approach to plan a multi channel strategy to meet the brief.

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 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.

Result

The campaigns surpassed 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 objectives were met.

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Annual Pass Sales Target Achieved
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Facebook Followers Acquired
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Social Engagements on Ads

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