Pirate Adventure Island, an interactive play structure at LEGOLAND Discovery Center, “set sail” during the summer of 2015. To promote the new attraction and bring families from Chicagoland and regional “drive” markets to LEGOLAND, PCI conducted media relations and a media tour through six of LEGOLAND’s regional drive markets during the summer months.
Media Relations and Media Tour
LEGOLAND DISCOVERY CENTER
SHOWCASE
NEW PIRATE ADVENTURE BROADENS LEGOLAND’S APPEAL
| OBJECTIVES |
|---|
| Increase 2015 summer traffic to LEGOLAND Discovery Center Chicago; attract more visitors and revenue from regional drive markets |
| Secure 25 media placements for Pirate Adventure Island in the Chicagoland media market |
| Visit six drive markets; increase broadcast media placements per drive market by 15% and increase broadcast audience reach per drive market by 50% from the 2014 summer media tour |
| STRATEGY AND EXECUTION |
|---|
| Strategic planning, proactive media relations and creative thinking were central to the success of the opening of the new attraction and summer media tour. PCI: |
| Developed key messages and talking points, and prepared spokespersons |
| Distributed media materials, including media alerts and engaging b-roll images that highlighted key messages and components of the attraction |
| Hosted opening events including a VIP preview and special opening weekend |
| RESULTS |
|---|
| Unprecedented social engagement resulted in: |
| 13.5 Million people reached from media activities |
| 100 placements |
| 2% increase in LEGOLAND visitation compared to the previous year |
| LEGOLAND bucked the slipping trends of the retail industry, increasing its year-over-year admissions revenue by 2 percent |
| 8 Million people reached from local Chicago outreach |
| 35 key placements |
| Summer media tour saw a 29 percent increase in broadcast placements per drive market and a 98 percent increase in audience reach per drive market from previous year |
SAMPLE MEDIA PLACEMENTS
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