This was a challenging business turnaround assignment from day one!...
The senior marketing team had exited the business, there were a number of additional vacancies. The remaining marketeers were without direction and a brand new fully LEGO themed hotel was about to open with no marketing plan in place. Just for an extra twist the business was about to hit peak period and was behind on sales!
Quickly stabilising the team and providing clear direction I set about bringing clarity and renewed purpose to the marketing team and it's activities. We revised the strategy, marketing, PR, CRM, channel mix, hotel room and theme park ticket pricing to best optimise the sales opportunities and all done to extremely challenging deadlines.
LEGOLAND is a global business operating six theme parks around the world. Working closely with the other Sales & Marketing Directors, new creative and a TV commercial were developed which significantly helped LEGOLAND Windsor up it's game.
A new fully LEGO themed hotel at LEGOLAND Windsor Resort was a first and the concept was planned to roll out across the other parks around the world. Part of my assignment was to devise the brand proposition, marketing plan and room pricing strategy. This blue print was adopted as the standard for the next hotel opening in California USA.
The net effect of all this good creative marketing work was to turn theme park sales around, very successfully launch the hotel ahead of expectations, plus beating the previous year's EBITDA for the resort as a whole all during a very challenging year.
Here's a selection of the viral social media promotional videos that we made plus the new global TV ad.
The senior marketing team had exited the business, there were a number of additional vacancies. The remaining marketeers were without direction and a brand new fully LEGO themed hotel was about to open with no marketing plan in place. Just for an extra twist the business was about to hit peak period and was behind on sales!
Quickly stabilising the team and providing clear direction I set about bringing clarity and renewed purpose to the marketing team and it's activities. We revised the strategy, marketing, PR, CRM, channel mix, hotel room and theme park ticket pricing to best optimise the sales opportunities and all done to extremely challenging deadlines.
LEGOLAND is a global business operating six theme parks around the world. Working closely with the other Sales & Marketing Directors, new creative and a TV commercial were developed which significantly helped LEGOLAND Windsor up it's game.
A new fully LEGO themed hotel at LEGOLAND Windsor Resort was a first and the concept was planned to roll out across the other parks around the world. Part of my assignment was to devise the brand proposition, marketing plan and room pricing strategy. This blue print was adopted as the standard for the next hotel opening in California USA.
The net effect of all this good creative marketing work was to turn theme park sales around, very successfully launch the hotel ahead of expectations, plus beating the previous year's EBITDA for the resort as a whole all during a very challenging year.
Here's a selection of the viral social media promotional videos that we made plus the new global TV ad.
Global TV ad - UK version
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Meet the head model maker
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New LEGO hotel build
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