markettiers worked alongside Norton and Co and LEGO to secure broadcast coverage around the launch of the newest and largest ever LEGO Store in London’s Leicester Square. The store was LEGO’s 131st store globally and was home to a number of exciting London themed features including a 1:15 scale model and a 5m long tube carriage
Objective
To generate mass awareness of the new store both within UK media and around the world. Working with a range of LEGO spokespeople we also needed to manage logistics of the TV, Radio and online media requests on the day itself.
Strategy
We adopted a two pronged approach involving capturing content in advance to be shared with media under embargo as well as inviting crews to the official opening on the 17th November.
Before the store was fully constructed we went on a site recce, learning unique insights about the design that enabled us to further craft our broadcast material and excite media as part of the sell in process. We secured filming access to the store the day before opening, meaning we were able to capture B-Roll footage and a cut news package. This was edited overnight and shared with media under strict embargo.
On the day we invited broadcasters to attend the opening, ensuring we had access to multiple spokespeople to fulfil media requests, some of which ran concurrently. We also captured further B-Roll footage of the Mayor of London and first ever customers which was edited that afternoon and shared with TV and online desks for their evening news.
Results
After weeks of forward planning we had a slew of media in attendance including ABC News, CBC, AFP, Sky News and Reuters. The pre-recorded content was also very popular with UK and global media using to create their own packages. Highlights included BBC Online, Mail One, Wall Street Journal, Huffington Post, Mirror, Daily Star and Time Out amongst many others.