Entertainment + Destinations
Media Relations, Experiential Activations


Social shares


Pieces of earned
media in 6 months

The Center that LEGO Built

Merlin Entertainments, the second-largest attraction group in the world, needed help introducing their LEGOLAND Discovery Center to the Philadelphia market. Creating awareness of the new LEGOLAND Discovery Center wasn’t enough; we wanted to build anticipation. That meant educating parents about the center’s offerings and how they differ from any other attraction they knew. Our strategy involved taking the creative, playful nature of LEGO and turning it into a journey for media and families, from groundbreaking to opening day.

Build It and They Will Come

Our media relations plan was targeted and big: designed to reach a million families over the six months leading up to opening day, all with children between ages 3 and 10, and all within a one-hour drive. The journey we took them on? We created stories out of essential milestones on the path to the Grand Opening. For example, a non-traditional groundbreaking, Creative Crew Search, Brick Factor, the MINILAND Model Unveiling, a Media Preview event, etc.

They Broke Ground, We Broke Records

Coverage of the new LEGOLAND Discovery Center’s opening beat the media coverage of all prior openings nationwide. Sales goals for Annual Passes were exceeded before the attraction even opened its doors. General admission sales doubled in the first three weeks. Event spaces were 100% booked for the following two months as well.

This team is our partner. Red Thread PR has gone above and beyond to successfully introduce an unknown concept to the marketplace. They have taken that expertise and generously shared it with our other agencies across the country to help ensure success in other markets – they are team players through and through. 

Blaine McCurry, Regional Marketing Manager