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COLOUR GETS TO PLAY WITH LEGO FOR THE DISCOVERY CENTRE
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When Nova Scotia's Discovery Centre was given the opportunity to showcase a travelling exhibit created by LEGO Canada Inc., they enlisted the help of Colour to promote the show to potential visitors in the Province. The Discovery Centre is a charitable organization whose mission is to stimulate interest, enjoyment and understanding of science and technology through innovative, exciting, hands-on experiences. The LEGO exhibit is a great example of this.
Wheels, Wings and Waves - a LEGO World of Transportation is an exciting, world-premiere exhibition showcasing the history of ground, air and water transportation as seen through the eyes of world-class LEGO builders. Nova Scotia’s Discovery Centre in Halifax is offering more than 3,000 square feet of LEGO amusements where visitors can view extraordinary, sometimes massive constructions such as a space shuttle or a replica of the Titanic, all made from LEGO blocks. The exhibit is a fun and interactive approach to showing how transport technology has expanded and evolved.
“A big part of the Discovery Centre brand is about interaction,” says Colour’s Steve Wallace who worked on concepts for the campaign. “They are Nova Scotia’s hands-on science center. It doesn’t get much more hands-on than LEGO and this exhibit allows kids to be creative and have fun while learning.” In addition to the amazing displays, kids get to act as engineers. The exhibit lets visitors build their own masterpiece through the LEGO Discovery Area.
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The purpose of the campaign was to showcase the “WOW” factor of LEGO and promote the exhibit as something fun for the whole family. While most people have heard of the Discovery Centre, kids tend to do educational field trips and activities with their class at school which can often mean visits to the Centre. “We wanted to speak to parents who are interested in an educational experience for their children that is fun, interesting and something they can enjoy together as well as approach it in a fun way that appeals to kids,” says Steve, “This is a must-see exhibit for everyone.”
The campaign includes print, radio produced by C100, outdoor, building signage, airport signage, web, and newsletter. There are four 30-second spots being featured on CTV and online all showcasing the fun of LEGO in some unconventional transportation methods.
The Wheels, Wings and Waves exhibit is open through April 2010.
For information in the Discovery Centre and their exhibits and shows, visit the Discovery Centre website.
For more information on Colour, visit the Colour website. |
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