LEGO® Leicester Square Store Opening

CHALLENGE
How do you launch a new central London store in a saturated retail environment pre- Christmas?

APPROACH
Norton PR literally unboxed the new LEGO® Store in Leicester Square to the delight of crowds queuing to be the first to see the ground-breaking flagship venue.

IMPACT
Norton PR garnered awareness for the retail store by devising and implementing a 12-month plan to incorporate everything from a core partnership with Visit London, a bespoke teaser and launch social campaign, a broadcast media programme, culminating in the ultimate live store ‘unboxing’ with the Mayor of London.

Result highlights:
More than 17,000 competition entries
Over 77,000 competition page views achieved in 1 month
55 items of broadcast coverage
Total reach of Radio interviews: 12,968,000
Total reach of TV interviews: 10,414,000
Total online reach of broadcast: 546,178,838
Time Out video was viewed 1.3 million times, making it their most successful Facebook video ever!
Print reach of 32,499,060
535 pieces of online coverage with reach of 237,686,953