Download - Towers of Tomorrow with Lego Bricks
OVERVIEW• 13 Dec 14 – 13 Jul 15• Museum of Sydney• 18 astonishing skyscrapers
from Asia and Australia • Over 200,000 Lego bricks• Ryan McNaught only certified
LEGO Builder in the Southern Hemisphere
• Interactive: LEGO & Duplo play• 1 hr sessions• Admission: Adult $15 Children
$15, Family $45, Members $5 (free when membership purchased)
AUDIENCE• Core children’s & family
segment, children aged 4-12 years
• SLM Members • Domestic and International
Tourists • School holiday program groups• LEGO and Architectural
enthusiasts
OBJECTIVES1) Increase: Visitation & awareness of MoS and SLM
2) Create: Revenue opportunities ie paid ticketing & increase retail sales
3) Boost: SLM Membership
4) Attract: A new family audience to MoS that engages with the next generation of museum patrons
STRATEGY1) Gain audiences immediate engagement by leveraging the goodwill of the LEGO brand.
2) Develop a dedicated marketing and media campaign targeting core family audience with tailored messaging.
3) Create a multi-channel campaign focusing on digital platforms, outdoor, media and print with the limitations of budget.
MARKETING CAMPAIGNDiverse suite of material across print, digital and outdoor to carefully target family audiences:
• Publicity: media releases, interviews, photo shoots
• Social Media: sneak peeks, giveaways, timelapse videos
• Paid online advertising (Mumsgrape Vine, Ella’s List & Daily Tele) Google Adwords & Facebook paid posts
• SLM: Website, EDM, Unlocked magazine, Outdoor MoS advertising
• Shopping centre (Westfield) & Cinema out-of-home digital signage
MARKETING CAMPAIGN cont.• Print advertising (SMH, Daily Tele, Culture Mag) • Postcards (Avant Card), Street Promotions and flyers
• Tourist Guides (What’s On Sydney, Travellers Companion, Jetstar Inflight & Time Out Sydney Visitors)
• User-generated social media promo(Snap & Share competition)
• Competitions: photo sharing competition win a Masterclass workshop with Ryan McNaught and four friends & survey competition to win a Sydney Opera House Lego Pack
• Membership: Special Members offers
• School Holiday Bonus – LEGO Movie • Kids Eat Free at The Governors Table
OUTCOMES• High-Level public awareness: most successful
exhibition in MoS’s 20 year history (visitation up 114% same period previous year
• Visitation circa. 43,000. • Exceeded budget target by 10%• Publicity campaign generated 115+ stories – print,
broadcast and online media (8 stories on national TV)
• $3.5 million generated in publicity• Generated 120+ SLM Memberships• Silver Medal - 2015 International Design
Communication Awards • 30,000+ engaged people on our database • 3,750 customer referrals on Facebook • 700 user-led Instagram posts• 5,200 Google Adwords customer referals • 110,000 unique visitors to website
during exhibition
CHALLENGES• First ever exhibition at MOS with
additional entry fee• First ever timed-entry exhibition
at MoS with pre-booking recommended
• First exhibition targeting ‘children & family’ audience
• Exhibition capacity of only 90 visitors per session (7-8 sessions daily)
• Management of visitor experience
• Extra resources needed at MoS (50+ volunteers)
• Strict LEGO copyright restrictions • Budget