From July 31 to September 16, one of the eight boats in the Batobus fleet will display the colors of the LEGO brand, inviting Parisians and tourists to sail to explore the capital and enjoy a unique experience.
Like many brands, Lego is coming from July 31 to September 16, during the Paris 2024 Olympic and Paralympic Games. Lego is transforming one of the eight boats in the Batobus fleet (boats offering tours on the Seine) in the brand’s colors. Parisians and tourists are invited to sail in this boat decorated in the “brick” spirit to explore the capital, discovering the monuments of Paris.
An invitation to imagination and discovery
During this escapade, Lego and Batobus offer entertainment on board and at the quayside. Before embarking, a Lego passport will be offered to each passenger and will be stamped in Lego Stores. A souvenir postcard will also be offered to keep this unique experience in memory. A life-size Lego figurine will welcome passengers and will be the captain of the cruise. On board the boat, unique creations will be present, including a detailed reproduction of the Lego boat in bricks, a reimagined Eiffel Tower as well as many other winks celebrating Paris and the brand. An activity to discover the Braille alphabet will be offered via an initiation with Lego bricks in Braille, as well as a big game will offer the chance to win many surprises. At each stopover, a Lego construction to discover including 2 monumental ones: a 3.30 m high Eiffel Tower at the Eiffel Tower stopover and a 2.80 m high bouquet of flowers at the Jardin des Plantes.
Exclusive content related to the operation will also be shared on the brand’s social networks (@legofrance_official), and additional activities can be discovered in the 5 Lego stores in Greater Paris (Forum des Halles, SO Ouest, Créteil, Rosny, Cergy), which will be relaying the campaign in their windows from July 12.
The Lego boat and the Batobus service
To board the “Lego” boat, simply purchase a Batobus pass. Tickets can be booked on the Batobus websiteor directly at the station. It will be possible to stop at 9 “stations” throughout the day: the Eiffel Tower (Port de la Bourdonnais), the Invalides (Port des Invalides), the Musée d’Orsay (Quai de Solférino), Saint-Germain-des-Prés (Quai de Malaquais), Notre-Dame (21 Quai de Montebello), the Jardin des Plantes (Quai Saint-Bernard), the Hôtel de Ville (Quai de l’Hôtel de Ville), the Louvre (Quai du Louvre) and finally the Concorde (Port des Champs-Élysées). For the crossing on board the Lego boat, it will take 1 hour 42 minutes, with a journey time between each stopover varying between 7 and 15 minutes.
Regarding the prices, the 1-day Pass is 23 euros for adults, 13 euros for children (3 – 11 years old) and free for babies. The 2 consecutive day Pass is 27 euros for adults, 17 euros for children (3 – 11 years old) and free for babies. The latest Annual Pass is 73 euros for adults, 48 euros for children (3 – 11 years old) and still free for babies. Reduced prices are available for holders of certain transport cards such as the Imagine R, the Navigo Intégrale, the Émeraude and the Améthyste or the large family card – excluding the Annual Pass.
Lego sunbathes at Paris Plage
The Lego boat operation will be at the heart of a larger scheme, with a brand presence on the Paris Plages site, a summer event (which transforms the banks of the Seine into an activity zone for families) organized by the City of Paris – which contributes as a patron to the operation. This year, young and old will be able to observe two majestic reproductions in Lego bricks, which will be exhibited at the Parc Rives de Seine from August 6 to September 8: in addition to the Eiffel Tower, which is over 3m high, a replica of Notre-Dame de Paris will be on display.
Lego at the Denmark pavilion
The group is also joining forces with VisitDenmark to celebrate Danish culture. From 26 July to 11 August on the Champs-Élysées (11am to 10pm), visitors from around the world will be able to explore the Denmark Pavilion, in a reimagined Denmark House. They will discover several expressions of the brand, such as a 3.5m x 2.5m floral wall made of over 2,000 Lego flowers, built by fans of the brand; interactive workshops, offering families hours of building and discovering the Braille alphabet with Lego Braille bricks; and a 1.5m decorative model made entirely of Lego bricks.
Source: www.e-marketing.fr
