Legoland offers Dome content loan

Marketers are coming to the rescue of the beleaguered Millennium Dome by offering their services to incoming chief Pierre-Yves Gerbeau.

Legoland Windsor, an attraction built from Lego, is considering loaning the Dome parts of its “Miniland zone” – or even building a smaller version of it for the Millennium Exhibition.

Legoland Windsor sales and marketing director Wendy Neal-Smith says: “If there are signs that Gerbeau is open to ideas, we would seriously consider approaching him. He needs to think creatively about evolving the Dome’s content cheaply, or without paying at all.”

Legoland’s “Miniland zone” is about 20,000 m/sq and houses famous European buildings, including Big Ben and St Paul’s Cathedral. It recently added a five-metre high Millennium Dome.

Meanwhile, branding agency Fitch is working on its own blueprint. European marketing manager Robin Kadrnka says: “The Dome needs a unifying theme, which must be managed throughout the entire experience – from the moment you leaving your home to the moment you return. We would be interested in managing that experience and are looking at how that could be done.”

Gerbeau replaced Jennie Page as chief executive of the New Millennium Experience Company this week.

Recommended

Closer scrutiny for promotions

Marketing Week

I was disappointed that more was not made of the finding that consumers are mostly brand loyal and have a low propensity to switch purchase onto promotional brands in the factfile “Added value lures shoppers” (MW February 3). The key task for the promotions industry over the next few years is to cope with the […]

More Group launches new poster size

Marketing Week

A new sized roadside poster has been launched by the More Group in Scotland to placate councillors worried by excessive advertising in city centres. The new landscape format, called Cityscape, is three times the size of a six-sheet but smaller than a 48-sheet. The posters were put up last week on two roads in Edinburgh, […]