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 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.
Campaign period: February 3 - March 5, 2014
Target group: City Breakers and Coast & Nature Tourists
Partners: Warner Bros, Toys’R’Us, LEGOLAND® Billund Resort and Air France
Unique visitors on microsite:
SoMe posts related to the campaign: