One thing I have turned to over the last several years is LEGO and truly getting into enjoying the hours it takes to build something.

It really is about the memories created brick by brick, and this got me thinking… 

As Destination Marketers, we are not too far off from being a LEGO Designer. It just looks a little different. We too create memories for our target audiences that are celebrated and remembered for years to come.  

If you attended the Florida Governor’s Conference last year, you got a chance to hear from LEGO about their branding, and it was something that has since stuck with me.  

I wanted to think about that a little bit more and how we could think about Destinations can think like LEGO and how we can utilize their ideas to boost our marketing thought process. Here are 5 things below that you may have already thought about but could be a great time to consider what it would look like for your individual destination. If you’re interested in having a conversation with me just to brainstorm some ideas, I would love for you to reply to this message so we can set something up!  

Iconic Partnerships: 

Just like LEGO’s iconic collaborations with popular franchises, destinations can seek partnerships that enhance their appeal. Whether teaming up with local artists, cultural institutions, or regional brands, strategic collaborations can elevate a destination’s profile. 

Immersive Brand Experiences: 

LEGO thrives on creating immersive worlds, and destinations can adopt a similar approach. From themed events and festivals to interactive exhibits, providing immersive brand experiences enables visitors to connect with the destination on a deeper level, fostering a sense of wonder and excitement. 

Emotional Storytelling: 

LEGO’s storytelling goes beyond bricks and mortar – it’s about emotions and experiences. Destinations can explore narratives that evoke emotions, creating a memorable and impactful connection with visitors. Highlighting the culture and unique stories of a destination can leave an impression. 

Engaging Digital Campaigns: 

In the digital age, LEGO has successfully leveraged technology to engage audiences. Destinations can implement innovative digital campaigns to reach either wider audience, or focus on niche audiences. 

Education and Learning: 

LEGO is not just about play; it’s also a powerful educational tool. Destinations can embrace the concept of edutainment, offering educational programs, workshops, and learning experiences that deepen visitors’ understanding of the destination to help promote sustainability. 

Ultimately, the goal is to create a destination story that inspires and remains in the hearts and minds of visitors. By taking cues from LEGO’s successful approach, destinations can build a brand that fosters a community of passionate advocates. 

Source: https://startuptalky.com/marketing-strategies-of-lego/