Case study: Legoland and the Millenium Dome

Christian Jaramiliio Bermeo Ivan Santini

Dorota Sauer

Chapter 1 1. Introduction2. Differences in approach to marketing

orientation3. How could Millenium Dome improve

• Concept• Launch• Operation

4. Political leadership and mareting concept

1. Introduction

1. Introduction

LEGOLAND MILLENIUM DOMEPurpose Expansion CelebrationInvestme

nt 122 mnl 1092 mln

Target3-13 children,

familiesAl socio-economic

groupsPeriod 1 season 1 year

Customers 1.4 mln 6.5 mln

Access Car, bus, train TubeOwnershi

p Private Public

Impression Unqualified success Unqualified failure