Germany the park offers a unique blend of exciting entertainment and educational challenge. The centrepiece of the LEGOLAND park is MINILAND. Famous European cities, monuments and landscapes have been replicated here on a scale of 1:20. From Berlin and Neuschwanstein Castle to Venice and Munich’s Allianz Arena stadium - moving cars, ships in the canals, lit-up houses and stunning attention to detail breathe life into this miniature world and leave visitors astonished. LEGOLAND Deutschland press relations The press and public relations work of LEGOLAND Deutschland are aimed at two main target groups. One focus is on children between three and 13 years of age, particularly on those in the six to eleven age bracket. It is, however, also important to address parents, especially mothers. Communication via the daily and monthly press, radio, TV and Internet goes hand in hand with maintaining a presence in the specialist media in the areas of tourism, caravanning and amusement parks. The objective is to profile park-related topics in four waves throughout the season (which commences shortly before Easter and ends in early November). The timing of the communication is closely linked to that of conventional advertising communication, namely before each of the four main holiday periods: Easter, Whitsun, summer and autumn. <strong>PR</strong> communication is kicked off each year with a major press conference at the park, in which the new attractions for the year are unveiled. These might include new areas in MINILAND (such as Munich Airport, Neuschwanstein Castle or Munich’s “Allianz Arena” football stadium, all built of LEGO bricks), a new park attraction (such as Germany’s first passenger robot that visitors can programme for themselves) or a whole new theme area (such as PIRATE LAND in 2007). The press conferences, attended by an average of 50 journalists from all over Germany (daily press, magazines, radio and TV), are meticulously staged and painstakingly tied in with the theme of the new feature, from the invitation of celebrity guests and presenters to the fine details of the programme. In 2007, for example, journalists were greeted by a pirate crew and witnessed an exciting chase in one of the new pirate attractions. The new theme then serves as a publicity vehicle and as the principal communication theme of the year. In 2007, the central theme from February to the end of the season was pirates - also in traditional advertising media. In addition to the new attractions, the numerous events at the park also provide important opportunities for up-to-the-minute press relations. Concerts, LEGO building records, the traditional Late Night Opening events and celebrity visits to the park are publicised in Germany, Austria and Switzerland by means of press invitations, press newsletters, press releases and mailshots containing photographic material. On top of this come corporate <strong>PR</strong> themes, such as charity events with the hospital clown group Clown Projekt e.V., or the strategic partnership with the Trägerkreis Erdgasfahrzeuge (Gas-Powered Vehicle Organisation), which enables LEGOLAND to convey the image of a sustainable park. Additionally, packages combining overnight accommodation with park admission are regularly offered as prizes in a large number of monthly magazines for families and children as well as in the daily press. Again and again, there are highlights in the press relations work of the <strong>PR</strong> team. These have included a visit from the heir to the Thai throne, with his two-and-a-half-year-old son and 40 courtiers in attendance, and the opening of the LEGO model of Munich’s famous “Allianz Arena” football stadium, in the presence of Karl-Heinz Rummenigge, two weeks before the opening of the actual stadium. A new challenge awaits the <strong>PR</strong> team in 2008: the opening of an on-site holiday village at the LEGO- LAND park is aimed at consolidating the status of the park as a destination for short breaks and increasing the numbers of visitors with a journey time of more than three hours. The all-female staff at the LEGOLAND Deutschland press office consists of two full-time <strong>PR</strong> specialists (Annette Uhlmann, Press & <strong>PR</strong> Manager, and Stefanie Feifel, <strong>PR</strong> Officer), a freelance colleague specialising in media promotions and a trainee. The team is supported by a <strong>PR</strong> and radio agency which covers the basic groundwork (preparation of press kits, sending releases, maintenance of distribution lists, etc.) in addition to radio promotions. 2 <strong>PR</strong>O<strong>PR</strong> winter 2007.
<strong>PR</strong>O<strong>PR</strong> winter 2007. 2