Alive Events Agency is bringing Lego exhibition, Brick Man Experience, to Sydney. It was previously in Melbourne.
Brick Man Experience – The Complete Collection by Ryan McNaught, graced Melbourne with its presence for 13 days at the beginning of April. More than 50 original works were featured, with more than five million LEGO bricks making up the works.
Ant Hampel, founder and director of Alive Events Agency explains that the event strategy was built around a strong social media, PR and direct marketing approach, leveraging solid partnerships with key social media influencers and EDM campaigns.
“Collaborating with the Brickman, Ryan McNaught, to design and deliver ‘The Brick Man Experience’ was an incredible journey. Planning began just under a year ago with the vision to create a unique, engaging and interactive LEGO experience, never seen before in Australia,” he said.
“LEGO connects with people of all ages and following the success of our Melbourne exhibition, plans are now underway to tour ‘The Brick Man Experience’ around Australia and to then export to China. We’ll adjust our strategy for Sydney by implementing an advertising campaign in addition to social media, PR and key bloggers and influencers. With an advertising campaign underpinning the existing strategy, we hope to sell in excess of 25,000 tickets in Sydney.”
Ryan McNaught, one of only 12 LEGO Certified Professionals in the world and the only one in the Southern Hemisphere, has been building large scale LEGO models for seven years and wanted to showcase his best works in one place.
“Most of my work to date has revolved around LEGO installations in department stores across Australia, as well as specific creations for museums, art galleries and the like. I had a vision of creating an independent exhibition for people to enjoy my works in one place – I approached the team at Alive Events Agency to develop the concept further and to help implement my vision. I’m pleased to say The Brick Man Experience has been born.”
Alive partnered with various suppliers throughout the event, including Clear Systems and Livebrands and also engaged Flourish PR to deliver the PR strategy. Sprout Systems also assisted in leveraging partnerships with AAMI whilst Ryan’s association with ‘Brick-Vention’ enabled the team to target ‘brickies’ across Melbourne through targeted EDM campaigns.
With PR results valued at $700,000, media appetite was strong, with the exhibition featured across numerous media outlets including Channel 9’s TODAY Show, Channel 10 ‘Studio 10’, 3AW, Herald Sun, The Age, ABC Melbourne and various TV news bulletins.
Hampel added: “There is a great opportunity for brands to partner with us on this exhibition and we’re currently exploring this at the moment. The touring model is unique in that it enables funding and time for Ryan to create an entirely new exhibition when it returns to Melbourne next April. The Brick Man Experience will always be a new experience!”
The Brick Man Experience will be in Sydney from June 27th until July 12th at Sydney Town Hall.