As someone who wiled hours of my life away when I was younger building LEGO® sets on my kitchen table, I was excited when I found out during my third week of working with Little Red Rooster, I would be travelling to Denmark to visit my new clients, LEGO® House.
Just to provide some background for those who aren’t aware, LEGO® House is an immersive, experience-based attraction in Billund, Denmark; the modest town where the first Lego brick was manufactured. The House is the embodiment of nearly 100 years of innovation, built on the site of the old town hall and created to provide devoted fans of LEGO® with a once in a lifetime experience, they’ll never forget.
When we arrived, after a brief flight and an even more brief taxi journey, we ate in Brickaccino and were subsequently whisked through the various interactive zones by one of LEGO®’s finest play agents. I furiously took notes as we were relayed stories of the LEGO® company’s inception, its recent history, and the building of LEGO® House itself.
The rest of the day was filled with various meetings with the fantastic people we would be working alongside, such as LEGO® House’s exceptional PR team, as well as the supremely talented master builders, Stuart and Didac, who also design the annual LEGO® heritage set sold exclusively in the LEGO® House shop.
We then went through PR moments in the calendar, earmarked potential placements in national publications and noted key journalists to contact about visiting upon our return.
By the end of the day, I was hooked. It was like I was 12 years old again sitting at my kitchen table. I wanted to tell everyone about, LEGO® House and I wanted everyone to write about it so everyone would come and experience it.
The second day was comprised of more meetings with the LEGO® House marketing team, the PR representative for neighbouring LEGOLAND®, and the head of DEI at the House.
I had pages and pages of notes by the time I was on the plane home. I had a grasp on the foundations of the brand, the birth of the house and what it meant to the people working there. During our brief trip, we sampled both on-site eateries, seen every zone in the building and had spoken to everyone we needed to speak to. I even had time to buy a LEGO® keychain.
So, as I arrived at the office on the Monday after the trip, I was struck by just how much I’d learnt in the space of two short days, and how deeply passionate I felt about working with the brand.
Media outreach can be a tricky minefield to navigate at the best of times, however, clients like LEGO® House make this part of the job really easy. The attraction truly is a once-in-a-lifetime experience and everyone who has built a LEGO® set at some point in their life should experience it for the nostalgia factor alone.
It’s a great conversation starter with journalists as everyone knows the brand and, having experienced it for ourselves, the team can rattle off information about it without even blinking.
It’s also so important to hit the ground running with clients and the best way to do that is to meet face-to-face for intensive onboarding. Aside from the brand experience I’ve already touched upon, the in-person interactions are so crucial for building those interpersonal relationships between people that only help to create a formidable team unit, both on the agency and client side. This is something that has been sorely lacking since the advent of the work from home age and the ever-increasing number of meetings now mediated through Teams or Zoom.
To find out more about LEGO® House, please contact the team on legohouse@littleredpr.co.uk
