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| Strategic

| Strategic Communications
Communications Proposal
Proposal

Rewriting the Playbook


Strategic Communications Proposal for LEGOLAND Malaysia

JULY 2017
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TODAYS
AGENDA

Communication Strategy
Content Strategy
Creative Ideas (5th Anniversary Celebration)
- Malaysia, Singapore and China markets
Channel Strategy
Creative Ideas (SEALIFE)
Summary
Q&A
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Your Ask

To strengthen LEGOLAND Malaysias unique brand proposition and reinforce the perception of
Something new is always happening at LEGOLAND Malaysia
Ultimately, increase leads and drive conversation rate.

And we ask ourselves


Awareness Conversion Engagement

How to get consumers to be How to get the consumers to How can we create the desire
aware of who we are, what do excite about our offerings and amongst the consumers so
we stand for? act (book) on it. they love us, always.
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Every brand
has a story to tell
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Just like what Ian Rowden said,


The best brands are built on great stories.

(Chief Marketing Officer, Virgin Group)


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What about us?


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Today we want to unlock the


story of LEGOLAND Malaysia
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Five years ago, LEGOLAND Malaysia


was launched in Johor.

Ever since then,


everything has been great!

Source: http://www.thestar.com.my/business/business-news/2016/04/08/legoland-malaysia-expects-increase-in-number-of-visitors/
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People love LEGOLAND. They know LEGOLAND is designed for families.

Good place to bring your family and friends, the food is surprising not as
expensive as Sunway Lagoon. Its very kid friendly, even the rides and water
parks are toned own for all ages to enjoy! (Muhd Shabbir)
The place is meant for kids and family to
have a fun time (Gordon Tan)

So much fun here! Nice hotel to stay with family..


good breakfast (Steven Tan) Fun fun fun and excellent hotel for kids and parents to enjoy time together.
Endless playtime. Amazing. We love it

Overall, I am happy that my child happy (Sharon Lee)

Source: Google Reviews, 2016-2017


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However, how can we get MORE new visitors and retain existing visitors ?

INCREASE BRAND AWARENESS INCREASE BRAND LOYALTY

To develop a proposition that can see


To create new news of LEGOLAND MY
LEGOLAND MY apart and above the
that will appeal to repeat visitors
rest of competitors

IMPROVE CONSIDERATION DRIVE REPEAT VISITS

Win Share-Of-Mind (and thus Share-Of-Market) by being a High Engagement Brand


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Have we ever wondered where are we in consumers minds vs. the competitors?

Source: Google Reviews, 2016-2017


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Universal Studio SG
Resort World Genting
Fun place for family
Great place. Lots of
outings! The rides are
rides and water slides.
exciting and fun. Food
Have a sponge bob
are overprized but as
section for smaller kids.
a tourist attraction
My kids loved this place
such are the norms

Singapore Zoo
LEGOLAND MY Sunway Lagoon
Well-maintained,
So much fun here! fun zoo for adults and My kids totally loved
Nice hotel to stay kids. They have a good the huge waves. There
with family. court that gets Super were so many
Good breakfast crowded so make sure to rides and slides too
get in line!

All amusement parks are designed for families and kids

Source: Google Reviews, 2016-2017


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What we need is not just a messaging proposition Something is always happening

We need to be a High Engagement Brand that


compels consumers to think, act and feel.
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But How?
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Understanding why we, in general,


never outgrow LEGO?
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LEGO encourages creativity. With different pieces, LEGO can tickle your imaginative minds

With 2 LEGO Bricks, With 3 LEGO Bricks, With 6 LEGO Bricks,


there are 24 there are 1,060 there are 914,103,765
different combinations. different combinations. different combinations.
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It gives you a sense of freedom to


express what you want to express
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LEGO is more than just a toy company

MISSION VISION

Inspire and develop the builders of tomorrow Inventing the future of play

Our ultimate purpose is to inspire and develop children to think We want to pioneer new ways of playing, play materials and the
creatively, reason systematically and release their potential to shape business models of play leveraging globalization and
their own future experiencing the endless human possibility digitalizationit is not just about products, it is about realising the
human possibility

VALUES
Imagination creativity-fun-caring quality

Source: Client Brand Book, LEGO Official Website


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The values are the key differentiators that set us above and beyond our competitors

MISSION VISION

Inspire and develop the builders of tomorrow Inventing the future of play

Our ultimate purpose is to inspire and develop children to think We want to pioneer new ways of playing, play materials and the
creatively, reason systematically and release their potential to shape business models of play leveraging globalization and
their own future experiencing the endless human possibility digitalizationit is not just about products, it is about realising the
human possibility

VALUES
Imagination creativity-fun-caring quality

Source: Client Brand Book, LEGO Official Website


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The role of LEGOLAND is to amplify what LEGO is already doing

MISSION MISSION
Inspire and develop the
Playful Learning
builders of tomorrow

VISION VISION
Inventing the A playful world of
future of play LEGO Adventures

VALUES
Imagination-creativity-fun-caring-quality

Source: Client Brand Book, Merlin Annual Report


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LEGOLAND is dedicated to harnessing the value of play through an exciting


world that is filled with different adventures

MISSION MISSION
Inspire and develop the
Playful Learning
builders of tomorrow

VISION VISION
Inventing the A playful world of
future of play LEGO Adventures

VALUES
Imagination-creativity-fun-caring-quality

Source: Client Brand Book, Merlin Annual Report


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How should this be communicated to consumers?

MISSION
Playful Learning BRAND ROLE
LEGOLAND is dedicated to harnessing the value of play
through an exciting world
VISION that is filled with different adventures.

A playful world of
LEGO Adventures
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Consumer
Understanding
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The Consumer

DEMOGRAPHICS CURRENT BEHAVIOR BASIC MINDSET

Millennial parents with kids Asian parenting styles Progressive


aged 2-12 years old Dual-income families Open-minded
Region : Malaysia, Singapore Time-starved Upholding traditional values
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Progressive parents believe that


play is an integral part of childhood.

They believe play is crucial for


kids development and growth.
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But the research tells us otherwise


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An epidemic of myopia (short-sightedness) is sweeping through Asian children.


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Pressured to perform academically, children are spending most


of their time indoors, deprived of sunlight which weakens their eyesight.

China is not a place for kids to play.


Cities are built for cars and playgrounds
are for the elderly (Hu Yan, parent)
When my kids entered secondary school, schoolwork
took over and they could not afford
to spend a lot of time outdoors,
even on weekends (Coleen, parent)
If my daughter doesnt study hard,
shell be left behind. If her myopia is high,
she can always have corrective surgery (unnamed, parent)
They usually spend their weekends indoors
trying to finish up whatever schoolwork they cannot
complete on weekdays (Ms. Lee, Parent)

We think they need to learn as much


as they can, because our society is
very competitive (Hui Ling, parent)

Source: Post Magazine, 2017


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Not only do kids suffer, parents suffer as well


by obsessing over their kids performance.

I save every month towards my kids education


(Malaysia : 107%, Singapore: 88%, China: 106%)

The greatest gift you can give your kids is a sound


education
(Malaysia : 114%, Singapore: 87%, China: 97%)

Parents become very strict about grades and academics.


They have strong beliefs that getting a good academic
result is more important than everything.

Source: Gen X, VMLs Attitudinal Study


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As a result, play is not important. Parents may limit their exposure to


experiences that are essential for navigating their world in adulthood.

SOCIAL COGNITIVE
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Bringing everything together

However, all the efforts may be


Todays parents believe they are
counter-productive. Parents may limit
helping children by planning each
their exposure to experiences that are
aspect of a childs life. From carefully
selecting the best school to choosing Tension essential for navigating their world
and hinder them from developing skills
the right friends to be with, parents
most needed for success in adulthood
have everything in control.
adaptability and creativity

Being a brand for imaginative minds (kids), we want to remind parents the importance of play
as we believe in the value of play that has a profound impact on kids development and growth.
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Bringing everything together

However, all the efforts may be


Todays parents believe they are
counter-productive. Parents may limit
helping children by planning each
their exposure to experiences that are
aspect of a childs life. From carefully
selecting the best school to choosing Tension essential for navigating their world
and hinder them from developing skills
the right friends to be with, parents
most needed for success in adulthood
have everything in control.
adaptability and creativity

When kids play, they learn about themselves and the world around them.
They learn to solve problems, to get along well with others and skills needed to grow.
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Bringing everything together

However, all the efforts may be


Todays parents believe they are
counter-productive. Parents may limit
helping children by planning each
their exposure to experiences that are
aspect of a childs life. From carefully
selecting the best school to choosing Tension essential for navigating their world
and hinder them from developing skills
the right friends to be with, parents
most needed for success in adulthood
have everything in control.
adaptability and creativity

We want to give children the freedom to play and learn in a safe environment.

Imagination Creativity Fun Caring Quality


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Communication Strategy

However, all the efforts may be


Todays parents believe they are
counter-productive. Parents may limit
helping children by planning each
their exposure to experiences that are
aspect of a childs life. From carefully
selecting the best school to choosing Tension essential for navigating their world
and hinder them from developing skills
the right friends to be with, parents
most needed for success in adulthood
have everything in control.
adaptability and creativity

The more you explore, the more you discover


Let LEGOLAND Malaysia take you on a fun-filled explorations as you learn more of the world around you.
With LEGOLAND, you can always expect to discover something new as you go along on your merry explorations
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It is clear that the brand is now guided


by a clear purpose. Next, we need to
practice what we preach.
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The more you explore, the more you discover


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Furthermore, we need to define


the voice of the brand in a way that allows
us to distinctively express our brand essence.
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Current content are product-focused, it is challenging to make


the brand recognizable and ownable on social

Source: LEGOLAND MY Facebook


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We want to be a brand that is consumer-centric

Be Authentic
Connect to the hearts of consumers
by being transparent and honest.

Be Conversational
Talk directly to the people like a
friend, not a consumer

Be Culturally Relevant
LEGOLAND needs to be honestly care about
things that are important to its consumers.
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Also, we want our content to be impactful and memorable


so that it can always stay on consumers radar.
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We need to change the rules of the game


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From 365 bite-sized content, we want to to shift to bigger and memorable campaigns through this approach.

Marketing Plan Stages of consumer journey


2017

RESEARCH
5th year
anniversary Primary Research SEE ACT LOVE
celebration Secondary Research Human Get consumers Create Create desire
(Literature Reviews, to be aware of participation and interest
(Aug-Oct) Journals, Desktop Insight who we are and excitement amongst
Research, News through consumers to
Articles) LEGOLANDs increase the
Clients documents
offerings frequency
Consumer Reports
of visits
SEALIFE
campaign Brand Awareness Conversion Brand Loyalty
(Dec)
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Which will potentially lead us to bigger marketing objectives according to different stages
of the consumer journey (Reach, Conversion, Engagement).

ACT: THINK (CONSIDERATION)

I start thinking maybe I should research


more about LEGOLAND and understand
if this is suitable for my family and kids

SEE (REACH) ACT: DO (CONVERSION)

I see something interesting that I DO something concrete by


resonates with me and my view making a booking on LEGOLAND
of the world website

LOVE (LOYALTY)

I love LEGOLAND and I will always want


to know what is the latest offering for
my family and kids!
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TIER 1 : REACH
Thematic Campaigns Campaigns that are
designed to raise
broad awareness
70%
TIER 2 : Campaigns
CONVERSION
Tactical Campaigns Campaigns that are
designed to promote
offerings and meet
consumers needs
TIER 3 : Always-
on ENGAGEMENT
Leveraging on topical 30%
trends and occasions Always-on
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Creating social content based on LEGOLANDs marketing plan

LEGOLAND MALAYSIA: SOCIAL CONTENT CALENDAR 2017

JUNE JULY AUG SEPT OCT NOV DEC

OBJECTIVE REACH, CONVERSION, ENGAGEMENT (LOYALTY)

KEY MILESTONE 5th Anniversary Umbrella Celebration VR Coaster Pre Launch

Tier 1: 5th Anniversary Celebration Campaign Tier 1: VR Coaster Pre Launch Campaign

Famili Birthday
NINJAGO
LEGOLAND Celebration
Tier 2: Month
SOCIAL FOCUS Tier 2:
Long Promo
Brictacular
BY TIER for 5YO!

Tier 2: Launch
Tier 2: SEALIFE
of NINJAGO
Announcement
Movie

Always-On content: Topical Trends, Monthly Themes, Occasions


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Creating social content based on LEGOLANDs marketing plan

LEGOLAND MALAYSIA: SOCIAL CONTENT CALENDAR 2018

JAN FEB MAR APR MAY JUNE JULY AUG

OBJECTIVE REACH, CONVERSION, ENGAGEMENT (LOYALTY)

KEY MILESTONE Keeping up with the VR Noise SEALIFE Launch

Tier 1: VR Coaster Sustenance Campaign SEALIFE Launch


Campaign

Tier 2: SEALIFE Campaign (behind-the-scene)

SOCIAL FOCUS
Tier 2: LEGO Star Wars Days Tier 2: Brictacular
BY TIER
Tier 2: SEALIFE
Announcement

Always-On content: Topical Trends, Monthly Themes, Occasions


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5th Anniversary Celebration

Bringing The Creatives To Life


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The 5th Anniversary Celebration is an occasion for the


brand to communicate new offerings and also
upcoming exciting activities lined up.
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It is also an opportunity for us to celebrate


all our young explorers out there.
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With the mission to constantly provide them with an


ever-growing environment for exploration and play,
it has empowered us to reach our 5th milestone today.
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Its a way for us to say

We Keep Building Because


You Never Stop Exploring
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Launch Video

Children have a natural instinct within them to constantly


explore the world around them. This is how they learn and
grow. Unlike adults, children do not just absorb information
in a literal manner. For them, a little seed of information can
cultivate a world of imagination.

With this launch video, we want to show LEGOLAND as a


land of ever-growing explorations that inspire never-
ending stories in children. And it is through imagination and
exploration that they will be able to grow useful skills to
prepare them for the future.
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Pew pew ping ping ping!


Did you see how many silver
stars were shot at me mom?

Description: Scene begins with a boy walking hand-


in-hand with this mother

Boy: Pew pew ping ping ping! Did you see how
many silver stars were shot at me mom?
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I had to duck!
And slide! And roll around!
But I didnt stop!
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I escaped from that dark


room! I ran out and jumped
onto that boat in the water
but I got attacked
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But I zoomed to the side!


Hah hah! She thought I
would get hit by that water
bomb, but no way!
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Im too pro! I turned my wheel all


the way to the left, but
AAAHHHH I fell off the side of the
super tall waterfall!
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He caught me though.
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The Dragon. He was big, and


green and his horns were red! I
think a lot of the other kids would
be scared, but I wasnt.
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He flew left, right, up, down and round


and round and round! But I never fell off
I promise! I held on tight.
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He landed and dropped me off in


front of this door. I picked up the
laser blaster on the ground, and
went into this big room with statues
and treasure!
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Bang bang bang!


Things were blowing up everywhere!
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When I finished, I came


outside and this big man
was standing at the door.
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He was wearing all black and he


wore a scary mask! And then he
said I AM YOUR FATHER
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and I was like whoa


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KIDS REVIEW
LEGOLAND MY
A kids account is created on
popular travel review sites like Trip
Advisor. Using the kids account,
reviews in the form of Never-Ending
LEGOLAND Stories are posted to
drive curiosity and interest.

When users click on More, they will


be brought to a microsite to create
their own Never-Ending LEGOLAND
Stories
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CREATE YOUR
NEVER-ENDING
LEGOLAND
STORY
On the microsite, users can select
different LEGOLAND rides stickers
and filters to put on themselves.

They can then submit a video


snippet of themselves acting out
their characters.
CREATE YOUR
NEVER-ENDING
LEGOLAND
Share Win
STORIES All-expense paid trip and

Video
On the microsite, users can select
a complete makeover
into a character of their
choice
different LEGOLAND rides stickers
and filters to put on themselves.

They can then submit a video


snippet of themselves acting out
their characters.

When users share their video snippet on social


media, they stand a chance to win great prizes!
The best submissions are then stitched together to form a Never-Ending
LEGOLAND story of how LEGOLANDs 5th Brickday Cake is lost, then found,
then lost, then ultimately found again!
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TURNING
USER STORIES
INTO CONTENT
FOR IG STORIES
Utilising the best user generated
content on Instagram stories,
we can lead users to find out
more about the rides that inspire
the content.
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NEVER-ENDING
LEGOLAND
STORYBOOK
During the 5th Anniversary
Celebration, visitors of the park can
create a custom # to be used on the
photos theyve posted to IG.

At the end of their park experience,


they can go to a kiosk to print out
the most popular photos in the
hashtag in a storybook format.

This is the ultimate souvenir to


remember their never-ending stories
by.
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NEVER-ENDING
LEGOLAND
STORIES
RADIO STATION
Never-ending audio stories
based on rides in LEGOLAND will
be aired through FM 55.55.

The stories will entertain children


and adults alike in
the car.

This radio channel will only be


accessible as vehicles get within
the vicinity of LEGOLAND.
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Always-On
Content Content
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Content Angle & Purpose

Influencers and their children having fun while


SEE
learning in LEGOLAND MY on the NINJAGO
ride + in the NINJAGO themed room

Show fans that the new launch of the NINJAGO


themed room is an awesome place to stay at
while exploring LEGOLAND MY
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Content Angle & Purpose


ACT
5th Anniversary Promotion (for online booking only)

2017LLMY5 RM50 bookings, for 555 bookings


capped, only for 5 hours on the 5th of September

Increase online bookings, create an urgency for


bookings within a certain time frame
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LOVE
Content Angle & Purpose

Engage fans for UGC (on Facebook can drive


followers from IG to FB)

Build hype for NINJAGO movie


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Content Angle & Purpose


ACT
Sustenance for Contest

Build hype for NINJAGO movie release


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Content Angle & Purpose


LOVE
Encourage parents AND kids to talk to LEGOLAND
staff/engage while theyre in the park

Build that brand affinity

5th Anniversary RM5 voucher for F&B at the park for


every child that dares to tackle this challenge
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The Message House

Communication Strategy
The more you explore,
the more you discover

5th Anniversary Celebration Campaign

CORE MESSAGE #1 CORE MESSAGE #2


CORE MESSAGE #2
International Brand Recognition Unique Experience
Ever Building
LEGOLAND Malaysia is the first of its LEGOLAND Malaysia offers families a unique
LEGOLAND Malaysia will never stop building
kind in Asia, with an international experience, where they can learn while still having
because children will never stop exploring
brand and high level of standards fun

MESSAGE TO MEDIA

LEGOLAND Malaysia is celebrating their 5th Anniversary, and being the first of its kind in Asia, they are excited
to offer special promotions as well as to bring unique experiences to all families during the month of September
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Big Idea: We Keep Building Because You Never Stop Exploring

5th Anniversary Celebration: My Never-Ending LEGOLAND Stories

Launch Video Online Reviews Online Engagement Amplification

Always-On Content
ROUTE 2
Theres nothing more monumental to a child
than a Birthday Party. As far as kids are
concerned, its the years main event.

We want to celebrate 5 years with an online


birthday and youre invited.
Not surprising is that its also very important
to parents who prepare, anticipate, and treat
these as major milestones and events.
You Got an Invite!
You receive a birthday
invitation to the parks
5th year Brick Bash!

We can do both physical,


and as sponsored
content.

The link in the cards will


tell you more details.
Its a Party!
Clicking on a FB link
takes you to a page that
does 3 things:

1. Talks about our 5


years and whats
new
2. Features the rides
through games
3. Allows you a chance
to get tickets and
drives to online sales.
Its a Party!
Clicking on a FB link
takes you to a page that
does 3 things:

1. Talks about our 5


years and whats
new
2. Features the rides
through games
3. Allows you a chance
to get tickets and
drives to online sales.
Every Party needs a cake!
Click here to get tickets to
the park, and find out
more about the festivities
and whats new
Heres where we feature
the rides and attractions
found in simple puzzles,
mini-games, and other fun
activities that reward you
with a chance to get tickets!
Open the loot bag each day
to see something new!
Get a random chance to
win tickets, stickers, based
on our attractions and
other cool content.
Theyre also Content Pillars

Build anticipation We can feature our rides and Deals and new 5th year
And showcase our attractions specific activities
development
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Here is the 5th Anniversary Campaign


adapted for the China market
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China Market
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Chinese Video Script

[NINJAGO]

[AQUAZONE WAVE RACERS]


[DRAGONS APPRENTICE]


[LOST KINGDOM ADVENTURE]

[STAR WARS]
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Content Angle & Purpose

Invite celebs & influencers with families to


SEE
LEGOLAND MY

Use celebs & influencers to drive followers to


our platforms and increase our brand presence
in the China Market
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Content Angle & Purpose


ACT
5th Anniversary Promotion (for online booking only)

2017LLMY5 RM50 bookings, for 555 bookings


capped, only for 5 hours on the 5th of September.

Increase online bookings, create an urgency for


bookings within a certain time frame
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LOVE Content Angle & Purpose


Chinese proverbs are things that parents tell
their kids without even realizing it. Were going
to engage them by asking parents which
proverbs they tell their kids (that they learnt
from their parents)

When they reply on WeChat, we can reply with


a 5% discount code

When they reply on Weibo we can PM them a


5% discount code
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So now we have covered everything on


the Digital Side, lets move on to PR
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Tactical Idea: Media Event (Pre 5th Anniversary)

WHO WHAT WHEN

Media Members LEGOLAND MALAYSIA End of August


Dailies, Lifestyle, Women, 5TH ANNIVERSARY Tuesday-Wednesday
Family, Travel Media MEDIA EVENT Wednesday-Thursday

WHERE HOW
Invite all media members & families
LEGOLAND MALAYSIA
Media to experience the theme park & its
celebrations during its 5th Anniversary
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Tactical Idea: Media Event (Pre 5th Anniversary)

LEGOLAND MY
Invite all identified relevant
Walking tour of all rides &
members of the media to
attractions
LEGOLAND MY
for an exclusive overnight
Include fun games &
media event
challenges for media members
LEGOLAND MALAYSIA
5TH ANNIVERSARY
MEDIA EVENT Official Gambit
Special Media Gift to commemorate
the weekend
Each media member is given
Include press release, list of
a brick to contribute to the building
promotions & activities for
of a 5th Anniversary Birthday Cake
5th Anniversary
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NINJAGO MOVIE SCREENING


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Tactical Idea: Media Event (NINJAGO Movie Screening)

WHO WHAT WHEN


Media Members NINJAGO Movie Screening
Dailies, Lifestyle, Women,
September 15th
Family, Travel, GSC Gold Class Screening
Entertainment Media Experience for the media

WHERE HOW
GSC Signature Invite all media members to screen
@The Gardens the NINJAGO Movie
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SOME MEDIA PLATFORM EXAMPLES


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Tactical Idea: Media Invitations

LIFESTYLE MEDIA

Malaysia
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Tactical Idea: Media Invitations

FAMILY MEDIA

Malaysia
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Tactical Idea: Media Invitations

DAILIES

Malaysia
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Tactical Idea: Media Invitations

TRAVEL

Malaysia
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Tactical Idea: Media Invitations

INTERNATIONAL
MEDIA

Malaysia
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With this campaign for all markets, it is clear that each medium has a purpose

Lets start with Malaysia and Singapores channels


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SOCIAL CHANNELS: INFLUENCER:


FB, IG, YouTube, E-mail, Online
Twitter Review Portals,
Social Advocacy
Earned Influencer
Objectives: Media Media Marketing
Reach,
Engagement, Objectives:
Conversion Conversion, Loyalty
(Purchase Intent)
Native
Dialogue
Advertising

Owned Promoted
Paid ADVERTISING:
DIGITAL ASSETS:
Corporate Website,
Media Content Media Sponsored,
Banners, Display,
Newsroom Paid Search, Paid
Social
Objectives:
Awareness, Objectives:
Conversion Reach
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Channel purposes

CHANNELS

The most used Brand Engaging videos


Spark short form Closing the loop
channel globally engagement and for a distracted
conversations with conversions
for all content visual inspiration generation

Communicate Visual Social insights Playlists for All additional &


with fans Inspiration from online LEGOLAND necessary
PURPOSES Build Populate chatter Malaysias information for
awareness, hashtags Real time owned content users to close
Share Engagement brand, Inspiring videos the loop and
promotions channel for consumer & to showcase make a
Engage UGC KOL LEGOLAND booking/buy
community Build brand communication Malaysias tickets
Build brand love channel offerings
love
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Others channels to consider

EMAIL ONLINE REVIEW INFLUENCER


CHANNELS
MARKETING PORTALS MARKETING

Build a loyal database of


Tap into a larger audience pool
consumers which allows us to Replies and Acknowledgement
and increase reach and
reach out to opt-in audiences of consumer reviews
brand awareness
at low cost

PURPOSES Awareness of brand Increase consumer satisfaction Reach & awareness to leverage
communication messages Increase conversions by on KOLs online influence
Encourage repeat visitors changing perception of Brand association with KOLs
detracting factors (bad reviews)
| Strategic Communications Proposal

Content Distribution ACT: THINK (CONSIDERATION)

I start thinking maybe I should research


more about LEGOLAND and understand
if this is suitable for my family and kids

SEE (REACH) ACT: DO (CONVERSION)

I see something interesting that I DO something concrete by


resonates with me and my view making a booking on LEGOLAND
of the world website

LOVE (LOYALTY)

I love LEGOLAND and I will always want


to know what is the latest offering for
my family and kids!
| Strategic Communications Proposal

Lastly, how do we know we


have successfully won the
hearts and minds of consumers?
| Strategic Communications Proposal

Social Metrics

SEE ACT LOVE

I SEE something interesting that I DO something concrete by making I LOVE LEGOLAND and I will always
resonates with me and my view a booking on LEGOLAND website want to know what is the latest
of the world offering for my family and kids!

Tier 1: Total Campaigns Tier 2: Tactical Campaigns Tier 3: Always-on content


Festive Theme park Topical
New Product Launches Water park Passion Points
Brand Stories (Thematic) Rides Interests
Movies Trends

Brand Awareness Booking Brand Loyalty


(New) (New & Existing) (Existing)

REACH CONVERSION ENGAGEMENT


| Strategic Communications Proposal

Social Metrics
Metrics help to answer: Is my content getting out there
SEE
Metric: Total Reach
The number of unique users that had the
I SEE something interesting that
resonates with me and my view opportunity to see content associated with
of the world your social posts

Tier 1: Total Campaigns Metric: Organic / Earned Reach


Festive The number of unique users that had the
New Product Launches opportunity to see content in their news feed,
Brand Stories (Thematic) or amplified by other users on your page

Brand Awareness
Metric: Paid Reach
(New)
The number of unique users that had the
opportunity to see an ad or sponsored content
REACH that directed them to your page
| Strategic Communications Proposal

Social Metrics
Metrics help to answer: Are they searching for my brand/product?
ACT
Metric: Click-through rate
The percentage of people visiting a webpage
I DO something concrete by making
a booking on LEGOLAND website who access a hypertext link to a particular
advertisement

Tier 2: Tactical Campaigns Metric: Brand queries


Theme park Preliminary response from consumers,
Water park generally following an advertisement, tactical
Rides & brand campaigns
Movies

Booking
(New & Existing) Metric: Purchase Intent
The measurement of the probability that a
CONVERSION consumer will purchase a product
| Strategic Communications Proposal

Social Metrics
Metrics help to answer: Am I connecting with my content?
LOVE
Metric: Engagements
I LOVE LEGOLAND and I will always The total number of user-generated
want to know what is the latest interactions generate a social impression
offering for my family and kids!

Tier 3: Always-on content Metric: Engaged users


Topical The number of users who have engaged with
Passion Points your social pages / page posts. We can also
Interests look at this by fan, follower or subscriber
Trends

Brand Loyalty
(Existing) Metric: Participation rate
The percentage of users who have engaged with
your page/posts relative to the number of users
ENGAGEMENT who had the opportunity to see it (total reach)
| Strategic Communications Proposal

Now lets talk about China


| Strategic Communications Proposal

With the overall direction,


The more you explore, The more you discover,
how do we make it relevant to the CN market?
| Strategic Communications Proposal

Lets find out how they perceive LEGOLAND MY


| Strategic Communications Proposal

Most of the reviews are positive

Source: http://blog.udn.com/littlehand/32192950, http://hellotasha.pixnet.net


| Strategic Communications Proposal

They love LEGOLAND MY as well

Source: http://blog.udn.com/littlehand/32192950, http://hellotasha.pixnet.net


| Strategic Communications Proposal

General perception is that it is a great destination for families

My kids loved it. You can fit 5 people in the room. If you book the cheapest room or low floor rooms you cant see the view
of the theme park. Overall the room is not bad.

The kids love sleeping and waking up in the Lego bedrooms, and theres an endless amount of Lego movies or cartoons to
watch. There's a giant pool of Legos in the lobby where the kids could play for a long time.

Theres lots of options for breakfast and dinner, and the cost is not too expensive 108 for adults, 59 for kids under 12
years old. You can purchase all access pass to the parks from the hotel, and the price is better than if you buy online.
I personally think its more fun than Universal Studios SG. The kids say next time we must stay for a few more days.

Source: http://blog.udn.com/littlehand/32192950, http://hellotasha.pixnet.net


| Strategic Communications Proposal

We have a good starting point.


But, how do we keep the momentum going?
| Strategic Communications Proposal

Setting the business objectives and digital objectives

INCREASE ENCOURAGE
BUILD
BUSINESS NEW RETURN
BRAND
OBJECTIVE BOOKINGS VISITORS
AWARENESS
FROM CHINA FROM CHINA

Build Fan base &


Create
conversations Drive positive
meaningful
DIGITAL about LEGOLAND reviews from all
interactions &
OBJECTIVE MY within Chinese OTAs within China
increase
Social Media market
engagement
space
| Strategic Communications Proposal

How do we achieve our objectives?


| Strategic Communications Proposal

Consumer
Understanding
| Strategic Communications Proposal

Society
China is rapidly changing on all fronts:
society, economy and technology

What it means to us:


Economy Technology They have access to more brands, products,
information and money

Source: Warc, 2017


| Strategic Communications Proposal

Parenting in China has evolved


Society
No longer are they satisfied with only one
aspect of the kids development (academia),
parents in general are under pressure to help
their child to be much more; more social,
speak more languages, more active
Economy Technology

Source: Warc, 2017


| Strategic Communications Proposal

The Opportunity

Consumer Insight Brand Insight


No longer are they satisfied with only Being a brand for imaginative minds
one aspect of the kids development (kids), we are dedicated to harnessing
(academia), parents are under the value of play in kids development
pressure to help their child to be much and growth because when they play,
more; more social, speak more they learn about themselves and the
languages, more active . world around them




| Strategic Communications Proposal

The Messaging Proposition

[] ,

| Strategic Communications Proposal

The Messaging Proposition (ENG)


The more you explore, the more you discover


At LEGOLAND, everytime you turn, theres something new to explore,
and you can gain knowledge as you play.


Why read ten thousand books, It takes ten years to grow a tree, A strict teacher breeds
When you can walk one thousand miles of road. It takes a hundred years to grow a person a smart pupil

[] ,
A strict teacher breeds
Why read ten thousand books, It takes ten years to grow a tree,
a smart pupil,
When you can walk the LEGOLAND road. it takes LEGOLAND to grow a person
LEGOLAND breeds and outstanding pupil
| Strategic Communications Proposal

How should this be communicated in


Chinas digital landscape?
| Strategic Communications Proposal

Lets take a look and understand the


digital landscape in China.
| Strategic Communications Proposal

CHINA MARKET - Social Landscape

LARGE & ACTIVE FRAGMANTED & COMPLICATED KEY PLAYER DOMINATION

1.369 billion
in population

710 million
active internet users

1.31 billion
mobiles registered

91% netizens access


internet via mobile
| Strategic Communications Proposal

CHINA MARKET - Suggested Channel: WeChat

Communication tool based Monthly Active Users


on users relationship 762 million

CHANNEL PURPOSE
Avg. Daily Active Users
One to One
570 million (64%YOY)

Mass 1-to-1 # of WeChat service


communications with High Engagement accounts
consumers 10,000,000

Short form
updates/promos # of WeChat users that
Mobile CRM and
have credit cards attached
Heavily used app
to accounts 220 million
| Strategic Communications Proposal

CHINA MARKET - Suggested Channel: Weibo

Information channel based on Monthly Active Users


users interests 282 million

CHANNEL PURPOSE
Avg. Daily Active Users
One to All
126 million (44%YOY)

Mass news type # of WeiBo service


communications with High Sharing accounts
consumers 3,000,000

KOLs to help build


brand presence # of Weibo users that shop
Widespread news stories
online 82%
| Strategic Communications Proposal

To build a fan base, we have to start with KOLs to increase


brand awareness and improve consideration
| Strategic Communications Proposal

CHINA MARKET - KOL Recommendation

PROFILE NAME Papi

23,500,000 followers

168,041 subscribers

https://www.youtube.com/channel/UCgHXsynhD8GxbFcNlPEn-_w
194,035 page likes
| Strategic Communications Proposal

CHINA MARKET - KOL Recommendation

PROFILE NAME Joe & Grace

450,000 followers

25,638 page likes


| Strategic Communications Proposal

CHINA MARKET - KOL Recommendation

PROFILE NAME UKTimes

14,210,000 followers

429,056 Likes

http://i.youku.com/i/UNTQ0ODg0MjM2
6,180,035 video views
| Strategic Communications Proposal

CHINA MARKET - KOL Recommendation


PROFILE NAME
Bao Zou Big News Events

http://i.youku.com/i/UNTQ0ODg0MjM2
14,290,000 followers

2,199,000 subscribers
| Strategic Communications Proposal

With the growth of a fan base, we can start


initiating campaigns to drive bookings to
LEGOLAND MY from China.

This is what the ecosystem would look like.


| Strategic Communications Proposal

LEGOLAND Malaysia China Social Media Ecosystem

DRIVE TRAFFIC ENGAGE & SHARING

PAID MEDIA OWNED MEDIA EARNED MEDIA

Branded
Social
Weibo KOLs Service Shares KOL Followers
Content Newsfeeds
ONLINE

KOL Live Streams


LEGOLAND MY
Brand Site Campaign Account Shares
WeChat/ Weibo Ads microsite

All Retweets &


Drive Traffic Social Shares
Social Event with KOLs Shares
OFFLINE

Generate Content, recruit new fans/


potential visitors
Drive Traffic & Enhance Experience
Clickthroughs &
Future Roadshows Bookings
Generate content, recruit new fans/potential visitors
| Strategic Communications Proposal

SEA LIFE
CAMPAIGN
| Strategic Communications Proposal

COMMUNICATION STRATEGY

The More You Explore,


The More You Discover
| Strategic Communications Proposal

AMAZING
DISCOVERIES:

Coming Soon To LEGOLAND Malaysia


in 2018
| Strategic Communications Proposal

KEY ART

01 SEA LIFE A series of key art is created to


tease on the imminent arrival of
IN LEGOLAND Sea Life in LEGOLAND Malaysia
| Strategic Communications Proposal

KEY ART
| Strategic Communications Proposal

STORYBOARD The teaser video will bring to life the

02
message Amazing Discoveries.
SEA LIFE As participants in the this video will find
out, great rewards await when you
TEASER VIDEO follow the fish.
1 2 3

Scene begins by showing snapshots of people Cut to a lighted shape floating into frame. The passerby looks up to discover a whale-shaped
walking on the streets. light swimming beside him.

4 5 6

The kid follow them.

Cut to another scene where a school of fish-shaped It catches the attention of a little girl who The fishes will lead the little girl to a staged set-up
light swims across a zebra crossing. immediately chases after the school of fish. of an underwater world filled with LEGO characters.
7 8 9

Amazing Discoveries
Await Every Explorer

Get Ultimate Pass

Cuts to the little girls happy reactions. Supers End scene with logo, endline, and CTA to buy the
Ultimate Pass.
| Strategic Communications Proposal

ENGAGEMENT Fishes will form different letters

03
through IG stories everyday.
IG STORIES Participants need to tap through
the stories to figure out the WORD
WORD GUESS and message to win.
| Strategic Communications Proposal

Can you guess?


Tap and Guess! Keep tapping! Keep tapping! Keep tapping!

Swipe up to reply us

2 3 4 5
| Strategic Communications Proposal

EDUCATION

04 ALWAYS-ON
CONTENT
Fun bite-sized educational
content on sea creatures
It boggles the mind that I Have No Brain. She sees a seahorse in her sleep when she should see
the seahorses at sealife!
| Strategic Communications Proposal

Communication Strategy: The More You Explore, The More You Discover

Sea Life Teaser Campaign: Amazing Discoveries

Key Art Teaser Video Instagram Engagement Always-On Content


| Strategic Communications Proposal

The more you explore, the more you discover


Let LEGOLAND Malaysia take you on a fun-filled explorations as you learn more of the world around you.
With LEGOLAND, you can always expect to discover something new as you go along on your merry explorations

We Keep Building Because You Never Stop Exploring AMAZING DISCOVERIES

CAMPAIGN SOCIAL & PR CAMPAIGN


THANK YOU
JULY 2017
| Strategic Communications Proposal

Appendix (MY & SG Markets)


| Strategic Communications Proposal

Content Audit : LEGOLAND Malaysia

Facebook Instagram Twitter YouTube

Fan Base 395,000+ 24,600+ 4,800+ 1,400+

Average
49.8 29 26.04 0.8
Monthly Posts

Videos of Launches,
Broadcast platform Showcase Visitors Broadcast platform
Channel Purpose Community Engagements Holiday Greetings Showcase Visitors
celebrations, BTS, trending
topics

Fun & Inspirational Fun & Inspirational Fun & Inspirational Captions are fun &
Comms/Tone
Promotional Engaging Promotional approachable

Bright Colors Bright Colors Produced & Edited


Visuals Same as FB/IG
Dynamic Imagery Photos of visitors videos
| Strategic Communications Proposal

Content Audit : Sunway Lagoon Malaysia

Facebook Instagram Twitter YouTube

Fan Base 313,000+ 23,800+ 4,700+ 2,000+

Average
70 56.6 39.06 1.2
Monthly Posts

On ground launches,
Sales/Deals/Promos Sales/Deals/Promos Sales/Deals/Promos
Channel Purpose celebrations &
Visitors Photos Visitors Photos Visitors Photos attractions videos

Friendly/Inclusive Friendly/Inclusive Friendly/Inclusive Captions are friendly


Comms/Tone
Promotional Promotional Promotional & promotional

Promotional Promotional
Raw on ground footage
Visuals Graphics Graphics Same as FB/IG
Promo videos
Visitor Photos Visitor Photos
| Strategic Communications Proposal

Content Audit : Resorts World Sentosa (Universal Studios Singapore)

Facebook Instagram Twitter YouTube

Fan Base 1,100,000+ 38,800+ 51,400+ 8,600+

Average
68 58.4 467.79 5.6
Monthly Posts

Showcase different Celebrity photos Broadcast RWS Videos


Channel Purpose parks + CSR Community Regrams Lifestyle/premium Lifestyle/Premium
Drive bookings F&B offerings content Videos

Informational Informational Informational Informational


Comms/Tone
Direct/Short Direct/Short Direct/Short Direct/Short

Bright feed
Bright feed Content from FB+IG+YT Premium/high end
Visuals Slightly inconsistent
Hi-res photos Media coverage /edited videos
images
| Strategic Communications Proposal

Content Audit : Resorts World Genting

Facebook Instagram Twitter YouTube

Fan Base 303,000+ 6,200+ 4,500+ 3,200+

Average
82 30 60.45 8.8
Monthly Posts

Celebrity photos Music performances


Broadcast channel
Channel Purpose Lifestyle premium YouTube Feed Corporate videos
Event Promotions photos Lifestyle videos

Chinese captions Chinese captions


Premium
Comms/Tone Premium Premium Chinese Captions
Conversational
Conversational Conversational
Promotional
Premium/high end
Visuals Graphics Hi-res Photos YouTube
/edited videos
Hi-res Photos

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