CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR

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Germany Deutschland - a world for heroes Around 1.3 million people visit the German LEGOLAND® park near the Bavarian town of Günzburg every year. With its unique array of attractions, comprising over 50 million LEGO® bricks, and its unrivalled blend of entertainment and learning through play, the park is an eldorado for families with children. . by Annette Uhlmann Communications As colourful and varied as the park itself is, the LE- GOLAND press relations work. From welcoming celebrity visitors or creating and organising meticulously staged press conferences to TV productions in the park, there are exciting challenges and topics to be dealt with every day. The history of the LEGOLAND parks It was almost 40 years ago that Godtfred Kirk Christiansen, son of the LEGO company founder Ole Kirk Christiansen, opened the world’s first LEGO- LAND park at the headquarters of the LEGO Group in the Danish town of Billund. The idea of creating a park for all the family, based on the popular LEGO bricks and their numerous configurations, was a resounding success. In the opening season, in the summer of 1968, the park welcomed 625,000 visitors! After some further developments and refinements to the concept, in the 1990s the company decided to export the successful format to other countries too. 28 years after the Billund park was opened, LEGOLAND Windsor, west of London, was opened in 1996. Because the number of visitors in Billund remained high, and due to the rapid success at Windsor, a third LEGOLAND park was opened just three years later (1999) in sunny Carlsbad, California, the only one to be kept open all year around. Since May 17, 2002, Germany has had its own LE- GOLAND park near the Bavarian town of Günz- 2 PROPR winter 2007.
urg. More than 150 million euros were invested in this new park, which offers all the highlights of its predecessors as well as numerous new attractions. The geographical and structural advantages of the location gave it a decisive edge over the Japanese capital, Tokyo, in the crucial final round of negotiations in September 1999. More than 25 million people live within a radius of 300 kilometres, not to mention the numerous additional visitors from Germany and abroad who come every year to visit Bavaria, Germany’s most popular holiday destination. The LEGOLAND park is now among Germany’s top three amusement parks, with a visit featuring very high on the wish list of families with children. PROPR winter 2007. LEGOLAND and Merlin Since July 2005, when the LEGOLAND parks worldwide were sold by the LEGO Group, they have belonged to the British-based leisure concern Merlin Entertainments Group. Merlin Entertainments Group welcomed over 30 million visitors to 51 attractions in 2006. Globally they operate in 12 countries and across three continents (Europe, North America and Asia), employing over 13,000 staff. Merlin Entertainments’ leisure facilities include numerous globally renowned brands that attract families with children, teenagers and young adults: in addition to the LEGOLAND parks, these include, for example, 23 Sea Life Centres, Gardaland in Italy, Heide-Park in Germany, 5 Mada- me Tussauds and the English amusement park Alton Towers. Heroes wanted! - the park concept The target group for Bavaria’s most popular leisure attraction is families with children aged between three and 13. Be it as test drivers at the LEGOLAND Driving School, as explorers on the grand Safari Tour or as dragon hunters on the Fire Dragon roller coaster - the eight themed areas at the LEGOLAND park allow children to slip into these different roles and make their wishes and dreams come true, in line with the motto “Heroes wanted!”. Based on the LEGO values of “learning through play”, “limitless variety of ideas”, “interactivity” and “active fun”, 2
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CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR

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