Legoland Discovery Center Digital Campaign
Client
Westchester's Ridge Hill an outdoor lifestyle center in Westchester County, NY which at the time was owned by Forest City Ratner Companies. Jenise Richardson worked on the marketing outreach for the center's opening and support of the national retailers. Legoland Discovery Center opened its first location in the Northeast area of the United States.
Challenges
An Integrated Digital campaign was developed and launched that featured an “Enter to Win” contest and “Discount Tickets. We activated and optimized our well-established digital channels to promote the campaign, using customized interactive pages on the shopping center’s website and mobile site as well as e-blasts and
digital advertising. E-blasts had an average 19.5% open rate. Digital ads outperformed network averages.
Business Impact
Ahead of LEGOLAND's first ever northeast location's grand opening in
Westchester - corporate realized they had pre-sold only 5,000 tickets, drastically short of the 15,000-ticket goal! with only 5 weeks until opening; it became obvious that shoppers didn’t understand that LEGOLAND was an attraction for which they had to pay admission to access its rides, 4D cinema, laser tag, jungle gym, Master Builder
Academy, etc.
Solution
Over 30,000 tickets were sold thanks to the integrated digital campaign, topping Legoland’s goal by 200% and setting a new record for the largest North American pre-sale opening ever.
