LONDON LEGO STUNT & CONSUMER COMPETITION FOR PROMPERU
To increase awareness of Peru in the UK market through a high profile stunt to generate media hype and exposure.
Hills Balfour co-ordinated a promotional stunt in central London involving the building of a model of Machu Picchu out of Lego. We showcased Peruvian culture with traditional performing dancers and Peruvian people in national dress responsible for crowd interaction and distributed Peruvian chocolate. Celebrity TV presenter and adventurer Ben Fogle was secured to endorse the one-day event, helping to promote Peru to passers-by and the media in order to generate additional press coverage.
12,000 bars of Peruvian chocolate distributed to consumers, including tour operators, with a call to action to visit Peru. An advertising value of £330,600 was achieved in UK, US and Peru. We reached an audience of 38,420,258.