Skift Take

Le Méridien is often overshadowed by its Starwood peers, but it's clear there's a renewed focus on the brand this year.

Le Méridien hotel properties began handing out Legos to the children of guests last week as part of the brand’s first step to a new family program that will roll out in the fall.

Children from five to 12 get a Go-Kart Racer set, while those down to 18 months will get the bigger Duplo blocks. This is the first time that Lego has partnered with a hotel brand.

“With a big resort footprint and locations in culturally-rich urban centers, families are important to Le Méridien, and this industry-first, exclusive partnership with Lego is a preview of more to come this fall for families at our hotels and resorts globally,” says Brian Povinelli, Senior Vice President, Global Brand Leader for Le Méridien and Westin.

Le Méridien, typically not the most prominent of the Starwood brands, has made more noise during the first half of the year, beginning with a series of videos that focused on its local knowledge, then a large push inspired by Instagram, followed a retro-themed campaign to celebrate its tenth anniversary.

According to Povinelli, the new family focus that Le Méridien will launch in the fall is a continuation of the local focus in which it’s already been engaged. “We know that inherent in travel, guests want to experience the destination, and Le Méridien’s new family programming will help modern families create lasting memories as they unlock the destination together around the world.”

Le Méridien and LEGO Stop Motion Video

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Tags: family travel, le meridien

Photo credit: Lego kit from Le Méridien. Starwood Hotels

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