Directive for Instore Managers (germany)

Directive for instore managers (Germany)

General information

In 2013 father‘s day will be on the Thursday, May 9th. As it is a public holiday our father's day instore event will take place on Saturday May 11th. This year's theme is

"Act grown-up let daddy play with your LEGO®!"

The instore event will be backed by an online campaign. The online campaign will start 2 weeks before the event; on April 28th. The online campaign consists of a family videoclip competition, in which families send in their video clip on "Act grown-up, let daddy play with your LEGO®". The LEGO® online community may judge through "likes" on the winning video. The winning family may spend a marvelous weekend in Legoland.

Advertising of campaign

The father's day campaign will be promoted through different channels, starting after our Easter promotion (the exact time depends on the media).

On the one hand kids may invite their dads through:

– Invitation/vouchers in LEGO® club magazine

– Flyers (invitation/vouchers) distributed through Legoland

– Online postcards invitation/vouchers

On the other hand additional promotion will take place:

– In Newsletter

– On LEGO® Homepage

The promotion of the event in the shops starts 3 weeks before the actual event on April 22nd. This will mean for you to redecorate the store windows and to place posters as well as flyers in the store. As usual we will send you the material with the exact placement instructions well in advance.

Description of the event in store

The theme of the instore event is called: „Battle of Generations". It consists of two different action areas: Of an historic exhibition and play area as well as of a stage with moderator. Exhibit 1 shows you what the store will look like at the day of the event.

1. There will be exhibition and play areas with historic LEGO® toys, where fathers can meet their childhood LEGO® friends. As the exhibition is interactive fathers and kids may play with them. As well as join