The LEGO Movie - logo

The LEGO® Movie (eng)

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

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

Mobil:+45 2556 1171

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