The LEGO Movie - logo

The LEGO® Movie (eng)

Foto: Warner Bros

At the launch of The LEGO® Movie, VisitDenmark teamed up with a number of commercial partners to create a co-marketing campaign focusing on Denmark as a family destination.

The aim of the collaboration was to promote The LEGO® Movie and Denmark as a travel destination. The campaign consisted of promotional activities in connection to the cinema premiere in Paris and an online competition with the opportunity to win a trip to Denmark, promoted via VisitDenmark’s website, newsletter and social media.

The LEGO Movie - Eiffel Tower
Foto: VisitDenmark

The campaign and the competition were also promoted in 47 Toys’R’Us stores in France and through Toys’R’Us’ catalog, website, newsletter and social media channels.

About the campaign

Campaign period: February 3 - March 5, 2014

Target group: City Breakers and Coast & Nature Tourists

Market: France

Partners: Warner Bros, Toys’R’Us, LEGOLAND® Billund Resort and Air France




16.6 mill.

Unique visitors on microsite:



Competition contestants:



SoMe posts related to the campaign:



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Contact us to hear more about the campaign

Int. Senior Project Manager

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