2. OVERVIEW
• 13 Dec 14 – 13 Jul 15
• Museum of Sydney
• 18 astonishing skyscrapers from
Asia and Australia
• Over 200,000 Lego bricks
• Ryan McNaught only certified
LEGO Builder in the Southern
Hemisphere
• Interactive: LEGO & Duplo play
• 1 hr sessions
• Admission: Adult $15 Children $15,
Family $45,
Members $5 (free when
membership purchased)
3. AUDIENCE
• Core children’s & family segment,
children aged 4-12 years
• SLM Members
• Domestic and International Tourists
• School holiday program groups
• LEGO and Architectural
enthusiasts
4. OBJECTIVES
1) Increase: Visitation & awareness of
MoS and SLM
2) Create: Revenue opportunities ie
paid ticketing & increase retail sales
3) Boost: SLM Membership
4) Attract: A new family audience to
MoS that engages with the next
generation of museum patrons
5. STRATEGY
1) Gain audiences immediate
engagement by leveraging the goodwill
of the LEGO brand.
2) Develop a dedicated marketing and
media campaign targeting core family
audience with tailored messaging.
3) Create a multi-channel campaign
focusing on digital platforms, outdoor,
media and print with the limitations of
budget.
6. MARKETING CAMPAIGN
Diverse suite of material across print, digital and
outdoor to carefully target family audiences:
• Publicity: media releases, interviews, photo shoots
• Social Media: sneak peeks, giveaways, timelapse videos
• Paid online advertising (Mumsgrape Vine, Ella’s List & Daily
Tele) Google Adwords & Facebook paid posts
• SLM: Website, EDM, Unlocked magazine, Outdoor MoS
advertising
• Shopping centre (Westfield) & Cinema
out-of-home digital signage
7. MARKETING CAMPAIGN cont.
• Print advertising (SMH, Daily Tele, Culture Mag)
• Postcards (Avant Card), Street Promotions and flyers
• Tourist Guides (What’s On Sydney, Travellers Companion,
Jetstar Inflight & Time Out Sydney Visitors)
• User-generated social media promo
(Snap & Share competition)
• Competitions: photo sharing competition win a Masterclass
workshop with Ryan McNaught and four friends & survey
competition to win a Sydney Opera House Lego Pack
• Membership: Special Members offers
• School Holiday Bonus – LEGO Movie
• Kids Eat Free at The Governors Table
8. OUTCOMES
• High-Level public awareness: most successful exhibition in
MoS’s 20 year history (visitation up 114% same period
previous year
• Visitation circa. 43,000.
• Exceeded budget target by 10%
• Publicity campaign generated 115+ stories – print, broadcast
and online media (8 stories on national TV)
• $3.5 million generated in publicity
• Generated 120+ SLM Memberships
• Silver Medal - 2015 International Design Communication
Awards
• 30,000+ engaged people on our database
• 3,750 customer referrals on Facebook
• 700 user-led Instagram posts
• 5,200 Google Adwords customer referals
• 110,000 unique visitors to website
during exhibition
9. CHALLENGES
• First ever exhibition at MOS with
additional entry fee
• First ever timed-entry exhibition at
MoS with pre-booking recommended
• First exhibition targeting ‘children &
family’ audience
• Exhibition capacity of only 90 visitors
per session (7-8 sessions daily)
• Management of visitor experience
• Extra resources needed at MoS (50+
volunteers)
• Strict LEGO copyright restrictions
• Budget
