LG Uplus wraps up Legoland water party for 3,000 long-term customers

Customers enjoy water activities and performances at the Legoland Water Full Party held Saturday. [LG Uplus]

LG Uplus hosted a water party at Legoland for its long-term customers, continuing a year-round effort to expand perks for loyal subscribers that has already included events at Hwadamsup forest garden and Legoland Run. The company plans to follow up with its Uplus-to-Pple membership program this month and a musical invitation next month.

LG Uplus announced Monday that its Legoland Water Full Party, held Saturday and Sunday at Legoland Korea Resort in Chuncheon, Gangwon Province, drew 3,000 long-term customers over the two days.

The event was open to customers holding VVIP membership status or those who have subscribed for five or more years, along with their families. Attendees enjoyed the resort's water play facilities, live performances and hands-on activities. The gathering was part of LG Uplus's year-round long-term customer invitation program.

This year, LG Uplus has made long-term customers a pillar of its core customer-value strategy, expanding cultural and leisure programs that let subscribers participate and experience firsthand. The Legoland Water Full Party followed a series of earlier events: a full-venue invitation to a popular musical — the first by a South Korean telecom operator — a private booking of Hwadamsup and the Legoland Run.

The Legoland Water Full Party drew the highest level of interest among all long-term customer events LG Uplus has held this year. Page views for the event registration grew 328 percent from the company's first long-term customer event in March and were up more than 80 percent compared with the preceding Legoland Run event.

Customers who attended responded positively. "It was great to spend the last weekend of summer vacation in a special way with my family," one participant said. Another said they were "satisfied to enjoy both the water facilities and a variety of performances at Legoland."

LG Uplus is also strengthening its flagship Uplus-to-Pple membership program. Benefits cover popular dining brands including Gong Cha, Baskin-Robbins, A Twosome Place, Outback and Domino's Pizza, grocery perks through Kurly, Greeting and Pulmuone, and leisure and entertainment options at CGV, Ocean World, Seoul Land and Aquafield. Starting this month, the company added new partners including Longblack, Milkin and Icon Golf.

With the peak summer season underway, LG Uplus has focused on strengthening everyday benefits in dining, shopping and leisure — categories where customer usage is highest. Customers who have subscribed for 10 or more years, as well as VVIP members, received unlimited first-come access to select popular perks such as those at Daiso, with no cap on availability.

LG Uplus will also continue cultural experience benefits for long-term customers next month. Through Aug. 21, the company is offering tickets to the musical "Dear Evan Hansen" by lottery to 1,100 customers who hold VVIP membership status or above, or who have subscribed for 10 or more years.

"We are expanding a range of experiential benefits to express our gratitude to customers who have stayed with us for a long time," said Jang Jun-young, head of the marketing group at LG Uplus. "We will continue to strengthen benefits across cultural, leisure and everyday areas so that long-term customers can feel the difference."

ko@heraldcorp.com