Asher mailings build interest as Legoland rises in California

Kaplan, David
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p44
Trade Publication
Case Study
This article examines the challenges faced by Asher & Partners in promoting Legoland via direct mail in theme-park-thick southern California in October 1998. Lego Group was in the process of building a $130 million theme park in Carlsbad, California, and chose the Los Angeles, California-based agency to spearhead a $15 million campaign to introduce it to the public. Asher capitalized on the strength of the Lego brand name in its direct mail push to sell season passes well in advance of opening day. A total of 62,000 passes were sold as a result of the mailings.


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