Westminster Abbey / UK Royal wedding 2011
The LEGO Show
The LEGO Show launched in 2011 on the same weekend as the royal marriage of Prince William and Kate Middleton. Rather than shy away from the publicity, Warren Elsmore decided to take advantage of this opportunity to create publicity for both LEGO and The LEGO Show
To create a minifig-scale model of Westminster Abbey, with the wedding in progress. This model would be used to promote the LEGO show and feature in print, TV and radio.
Construction of the model would be undertaken by 4 members of the Brickish Association. The altar and wedding minifigures would be provided by a LEGO designer. The project was supported by The LEGO Group. Project management, logistics and PR would be handled by Warren Elsmore.
The model was officially unveiled live on UK breakfast television by Warren Elsmore. From this point, it was re-located to The LEGO Show and Associated Press coverage was arranged by LEGO UK. Following this, both local and national TV coverage was obtained and national and international newspaper and media coverage followed.
Within the UK, 74 million impressions were recorded with an equivalent total spend of £75,000. This excludes coverage by CNN, ABC and numerous other international outlets.