LEGO CITY set to launch with Daybreak
LEGO has teamed up with Daybreak to offer one of its 800,000 strong viewership a once in a lifetime opportunity.
To coincide with two historic anniversaries in the Space Race: The Apollo 13 landing and the 50th anniversary of man's first journey into space, LEGO is offering one lucky winner a bumper package of LEGO CITY Space products including the Space Centre, Space Shuttle, Satellite Launch Pad and Space Moon Buggy. The winner and family will also jet off to Kennedy Space Centre and Space Centre Houston, which will include a Family Astronaut Training Experience and lunch with an astronaut.
Launching today (18th April), the LEGO CITY Daybreak competition kicks off a tailor-made PR campaign designed to immerse consumers into the world of LEGO Space. Running alongside the Daybreak activity, a series of themed online virals incorporating LEGO CITY minifigures and sets has been created to celebrate key events in Space history. The five animated mini-clips will be adopted for LEGO global brand initiatives and were designed by Toyology Media who have been working closely with Norton & Co to implement an innovative and immersive campaign around the launch of LEGO CITY Space.
Peter Jenkinson, Founder and CEO of Toyology is thrilled to have worked with a brand he loved as a child: "We all had LEGO stories of our own from growing up with this iconic brand. The team at LEGO are consistently open to looking at alternative and innovative ways to communicate a brand message and we are delighted to have been part of what has been a labour of love for the entire Toyology team."
Laura Di Bonaventura, senior brand manager at LEGO UK commented: “LEGO CITY continues to be a huge success story for us. However we constantly strive to keep the brand fresh and current with the demands of today’s increasingly competitive market. Evolving partnerships with a range of media is the perfect way to communicate product diversity and innovation in the range while retaining the core LEGO brand message.”
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