Building up to a grand opening, brick by LEGO® brick

 LEGOLAND® Discovery Center Michigan: A locally tailored PR campaign for opening an international attraction

Our Approach

When International Entertainment Company Merlin Entertainments decided to open a LEGOLAND® Discovery Center in Michigan, it tapped the experienced team at Identity to develop and execute dynamic media relations and social media program that would bring its new Detroit area location to life.

Identity generated continuous media coverage and social media engagement for the new attraction from a September groundbreaking to a March grand opening. From hand delivered interactive press kits, to a two-day event to find the Master Model Builder, Identity personalized every element of the LEGOLAND® Discovery Center Michigan opening experience for local media and consumers, leading to unprecedented results.

Identity created a unique pre-opening milestone event that is unlike anything Merlin had ever done before. After collecting nominations from the local community for the top Detroit landmark that should be constructed out of LEGO bricks and displayed in the attraction’s Miniland, the team unveiled the winning building, the GM Renaissance Center, at the North American International Auto Show. In addition to the local media coverage from the unveil press conference at COBO, the event generated placements in national and international trade publications that were there to cover the Auto Show.

An active social media presence on Facebook, Twitter, Instagram and YouTube was a core component of our program. We drove engagement and community growth by posting photos and videos in real-time from events, launching strategic ad buys on Facebook and Instagram to reach our targeted audiences and visually showcasing what guests would experience at our attraction prior to opening. We also forged partnerships with 17 Michigan bloggers who served as ambassadors, attending milestone events and amplifying our news and announcements.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Media Training
    • Messaging Development
    • Event Coordination
    • Video Creation
  • Social Media

    • Community Management
    • Social Customer Service
    • Blogger and Influencer Relations
    • Social Advertising


  • 13front-page print newspaper stories
  • 214TV broadcast segments
  • 999,670impressions on social media channels