LEGOLAND Discovery Center Philadelphia

Building excitement for Philly’s newest family-friendly attraction

The Challenge

Merlin Entertainments, the second-largest visitor attraction group in the world with brands including LEGOLAND, Madame Tussauds, and SEA LIFE Aquarium, sought out Brownstein Group for help promoting the opening of its LEGOLAND Discovery Center in Philadelphia, which marked the fourth Discovery Center on the East Coast; ninth in the U.S.; and 17th in the world.

Specifically, Brownstein Group was tasked with generating awareness and excitement for the opening of LEGOLAND Discovery Center Philadelphia through consistent, high-quality media coverage and engagement on social media. A key piece of the challenge was educating parents about what a Discovery Center offers and how it differs from other attractions.

Strategic Approach

Brownstein Group executed a media relations strategy designed to reach the one million families within one hour of Plymouth Meeting Mall with children between the ages of 3 and 10 over a period of 6 months leading up to the grand opening of the attraction. The strategy involved taking the media and families in the Philadelphia region on a journey to the grand opening of the attraction by leveraging milestones that capitalize on the creative and fun nature of LEGO throughout the entire process, from the groundbreaking to opening day of the attraction.


As a result of telling stories through milestones created along the way including a non-traditional groundbreaking, Creative Crew Search, Brick Factor, MINILAND Model Unveiling, Media Preview and more, Brownstein broke records for media coverage of an opening of a LEGOLAND Discovery Center.

The strategic approach resulted in nearly 200 pieces of earned media coverage and 65,000+ social shares in 6 months. The Discovery Center exceeded the Annual Pass sales goal prior to the Grand Opening and then doubled sales in the first three weeks of operations. And the next 2 months looked bright with 100% of reservations booked in the reservation system.