The Northern Rail crisis has dominated news headlines over recent weeks. Yesterday we were delighted to join the conversation and demonstrate client Legoland Discovery Centre Manchester’s support for affected commuters.
In acknowledgment of the millions of people’s lives disrupted by the debacle, the Northern Rail train at the centre of the leading family attraction’s ‘Mini Land’ feature was stripped out and the railway podium removed from the miniature Lego-built city of Manchester.
The timely act, captured in a series of compelling visuals and video content, seized the attention of the media, generating repeat features on BBC North West Tonight and Granada Reports. Widespread regional print and online coverage was also enjoyed including the Manchester Evening News, I Love Manchester, Wigan Evening Post and About Manchester, amongst others.
Nearly three in ten (29%) of the Barton Square attraction’s customer base, live in the most affected areas of Stockport, Warrington, Liverpool, Stoke-on-Trent, Bolton and Wigan with footfall decreasing by half from some of those areas in the last eight weeks.
“The shift in visitor patterns marries with the Northern Rail change to timetables and surge of cancellations and delays.” said Jenn McDonough, General Manager Manchester Cluster, Merlin Entertainments,
“As a Northern business, we depend on visitors from neighbouring areas, and I know we’re not alone. Northern Rail’s ongoing problems are such that it’s impacting on business.”
“The suggestion from staff that the Northern train should be removed from the attraction, we feel, reflects events from the region. Mini Land is a dedication, in Lego form, of what’s great about Manchester, and the North West, today.”
Mini Land, the Lego-built miniature city of Manchester contains over 15,583 bricks, each laid by hand and glued into place by Alex Bidolak, Master Model Builder, and is included within the general admissions price.