DLKW Lowe, London Follow Update

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DLKW Lowe creates the world’s first miniature campaign for the new LEGOLAND® Windsor Resort Hotel

March 30, 2012

London - March 30th 2012:- The LEGOLAND® Windsor Resort opened its doors for the 2012 season earlier this month, with the addition of a new hotel, giving people the chance to stay in a choice of Pirate, Adventure or Kingdom LEGO themed rooms.

To celebrate, the LEGOLAND Windsor Resort has teamed up with London ad agency, DLKW Lowe, to create a new billboard campaign – in minature, promoting the Resort’s mini breaks offering. The billboards are a fraction of the size of standard 6 or 48 sheet advertising, and are all made from LEGO.

The foot high billboards will appear in and around train stations, encouraging public engagement and interaction. They will also be placed near to life size actual billboards.

DLKW Lowe has also made a short film using the mini ads, which will be released on youtube following the activity on Friday.

Tom Knox, CEO of DLKW Lowe, said “The opening of the new hotel at LEGOLAND Windsor Resort is a great opportunity to promote mini- breaks to LEGOLAND and the idea of mini posters made of LEGO seemed to us the perfect brand fit.”

Paul Harvey, Sales and Marketing Director at The LEGOLAND Windsor Resort, added, “LEGOLAND Windsor Resort is well known for its Miniland attractions which now includes the newly launched LEGO® Star Wars™ Miniland Experience – all of which use the power of ‘minature’ to attract and entertain our guests. The DLKW mini billboard campaign is a quirky, playful way of promoting our mini breaks packages.”

This is the third phase of the LEGOLAND Windsor Resort’s marketing for the year so far, which began in early March with a new Global TV campaign, showcasing the breadth of rides available at the park, inviting all ages to come and ‘Play their Part’ at the resort. In addition to this, DLKW Lowe also recently launched a new campaign dedicated to the new LEGO® Star Wars™ Miniland Experience. These Star Wars™ themed 6 sheet advertisements are now running on the tube with additional radio commercials and online activity.