LEGO HK highlights importance of family bonding with travel-themed campaign

LEGO HK has unveiled a series of activities as part of the summer travel campaign, "樂Go! BUILDCation", to highlight the importance of family bonding time via playing with LEGO bricks and games. 

This comes as a survey conducted by LEGO last year discovered more than 90% of parents agreed playing with children brings benefits and greater happiness to families. However, nearly 40% of parents in Hong Kong admitted that the quality time they spent with their family members was insufficient.

Done in collaboration with creative agency 5ives Communications, the campaign kicks off with a real LEGO cart running across 12 districts in Hong Kong throughout July, including Causeway Bay, Tsim Sha Tsui, Mong Kok and Hung Hom. As an extension event of the upcoming "樂GO! BUILDCation - 世界奇幻之旅" held at Megabox on 3 September, the LEGO cart, which combines the concepts of building LEGO bricks and travelling around the world, invites families to experience the polar regions by completing building tasks.

Another highlight of the summer campaign is the launch of a limited voyage, done in collaboration with Resorts World Cruise. Available from 12 July until 30 August, the LEGO-themed cruise aims to invite families to experience a LEGO-style vacation on a trip to Kaohsiung, Taiwan. 

To encourage more families to explore the world, LEGO HK has also initiated a ticket giveaway event, customers can get a chance to win air ticket or cruise vouchers by purchasing selected LEGO products. The whole campaign will be promoted through out-of-home displays and social media.

Commenting on the initiative, Ivan Zeng, general manager, Hong Kong, Taiwan and Macau at The LEGO Group, said, "During the summer period, it is a precious time for family and especially for children. Through this campaign, we hope to bring happiness to children via LEGO building."

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