Press Launch for family toy event

Made from over five million LEGO® bricks, the Brickman Experience showcases some of the world’s largest LEGO® models created by Ryan McNaught, a certified LEGO® professional. The interactive family exhibition opened in the UK for the first time in Leicester in March 2020.

Our Role

  • Generate publicity ahead of the exhibition to drive pre-sales
  • Set up and manage a pre-launch media day and interviews with the Brickman
  • Stage a photoshoot to generate event shots for PR and internal marketing

Our Approach

Highlight targeted national and regional media regarding the upcoming exhibition, setting up back to back interviews at the venue in Highcross Shopping Centre with the Brickman Ryan McNaught (who flew in from Australia for the exhibition launch).

We also staged a photoshoot at the exhibition as well as in front of famous landmarks within Leicester city centre.

Our Results

  • 36 items of coverage in total, generating a reach of 723k
  • Feature on ITV Central's 8.15am news bulletin on launch day
  • Interview on BBC Radio Leicester's breakfast show on launch day
  • Opening weekend ticket sales healthy but COVID-19 outbreak affected visitors thereafter