BizBash | Events * Meetings * Marketing * Style * Strategy * Ideas

OTHER MARKETS

GOOGLE TRANSLATE

OUR TRADE SHOWS & EVENTS

JOBS

MOST POPULAR STORIES

1. Diesel Wraps International Music Tour With Kid Cudi, Santigold

2. French Winery Celebrates Annual Harvest's Uncorking With Hippie-Themed Luncheon

3. Fund-Raising Scavenger Hunt Pairs Miami Philanthropists With Celebrities

4. Art Basel Preview: New Convention Center Layout, Giant Beach Structure for Audi

5. SIR Miami: Music Rental Company Opens Four-Acre Headquarters to Events

6. New Moon Premiere Beckons 10,000 People and 2 Live Wolves

7. MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute

8. 8 Handy Gifts for Meeting Attendees

9. Masked Raconteurs Tell Tales at Moth Ball, and I Have a Blast

10. Poll Results: Readers Opting for iPods Over DJs

FROM NEW YORK

Morgan Loft Penthouse: Temporary Venue for Holiday Season

Sustainable Label Opens SoHo Pop-Up With Community Center Sensibility

Clinique and Teen Vogue Bring Young Women to Beauty Tour, Send Them Online

Masked Raconteurs Tell Tales at Moth Ball, and I Have a Blast

Gap, Banana Republic, American Eagle Open Stores With Musical Performances

MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute

3 New Hotel Restaurants for Business Entertaining, Private Groups

Nintendo Launches New Mario Game With Look Back at Franchise History

Scripted Models Play Up Key Notes at Victoria's Secret Fragrance Preview

Ad Age Looks to Boost Conference Interaction With Beer Tasting, Lounge Seating

FROM LOS ANGELES

American Music Awards Begin With Redesigned Arrivals, End With Downsized After-Party

Bouchon: Thomas Keller in Beverly Hills, With Indoor/Outdoor Dining, Private Room

Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel

6 New Venues for Los Angeles Holiday Parties

New Moon Premiere Beckons 10,000 People and 2 Live Wolves

$4 Million MOCA Gala Breaks Fund-Raising Records

Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd

MOCA Gala Spawning Arty Online Auction—Including Gehry's Hat for Gaga—Through November 30

Wende Museum Closes Wilshire for Cold War Anniversary Celebration

3 Ideas for Stylish, Eco-Friendly Events

News Archive for Lego

COAST TO COAST 08.18.09 2:44 PM

Lego Reintroduces Brand at Air Shows, State Fairs—and a Zoo

Lego's promotion at the Lincoln Park Zoo
Photo: Courtesy of Lego Systems Inc.

FROM CHICAGO On Saturday, while fighter jets swooped and dove over Lake Michigan during the Air and Water Show, some families took a break from the crowded lake shore to play with Legos at the Lincoln Park Zoo. Kicking off a 23-city tour known as the Lego Experience, which will wrap up on November 1 at the Wings Over Houston Air Show, the promotion aims to "either reacquaint, reintroduce, or introduce the brand to new consumers," said Vince Rubino, manager of marketing events at Lego Systems Inc., adding that the promotion's target audience is families with children between the ages of four and 12.

Rubino noted that the goal of the event is not to spread brand awareness, something he said the company already has. "Ninety-eight percent of people out there know Lego," he said. "So we're not looking for brand exposure. [With this promotion] we're looking to provide a brand experience." To achieve that, the tour employs a series of tents with different activities that "allow people to get the brand in their hands, start playing with the bricks, and realize 'Oh, I forgot how much fun Lego is,'" Rubino said. MORE >>

Lego

Search the BizBash Event Supplier Directory

Search for Venues

By Type

By Neighborhood/Location

Show Only New Venues

Search Our Venue Directory