To create a buzz of excitement
around the opening of LEGOLAND Windsor for
its 15th season
To launch the new attraction for 2010, Pirates
Landing and generate reviews in national press
for the area and its facilities
To secure national broadcast coverage for
the park
Activity:
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• •
Organise and promote a Guinness
World Record Attempt for the largest gathering
of pirates in one place to happen on the opening
day of the park. The figure to beat was 1,601
Use social media platforms to generate awareness
of the event
Using relevant calendar hooks such as the
upcoming general election and World Cup to
encourage TV broadcast crews to use the park
as a backdrop and it's visitors as interviewees
to comment on their feelings in the lead up
to the events
Results:
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• •
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•
More than 600 'pirates'
gathered in full costume to be part of the
GWR attempt. The video footage of the day
appeared on both BBC London Tonight and ITV
London news programmes, as well as featuring
on video news sites such as MSN, Orange, Talk
Talk, Virgin Media and TheMirror.co.uk. Print
coverage for the event included The Sun and
Independent on Sunday newspapers
Total reach for the pre and post event coverage
topped 50 million
Threepipe also established the park's Facebook
and Twitter pages in the lead up to the opening
of the park's 15th season putting a strategy
in place which saw fan and follower figures
grow into the thousands
LEGOLAND Windsor was the back drop for the
Mystery Guest feature on a World Cup Special
of BBC1's Question of Sport hosting Will Carling
adding the finishing touches to the World
Cup model
Sky Sports News covered the creation of a
World Cup replica model at LEGOLAND Windsor
and the park's Hall of Fame featuring England
players in the lead up to the tournament
