LEGOLAND® Dubai

Task:

Drive footfall to LEGOLAND Dubai over the Easter weekend.

Idea:

We created an Easter Egg Hunt event by asking our LEGO® Easter bunny to hide 6 LEGO eggs throughout the park.  He then invited people to come down and join in the fun, teasing people on the hiding places through social media.  The campaign was supported by a virtual Easter Egg Hunt with eggs hidden throughout the LEGOLAND Dubai website.

Results:

Attendance across the Easter weekend was well-above target, with some of the highest attendance figures since the park opened.