There are two main audiences - the parents who are looking for information about the camp, and the kids wanting to see what the camp is like.
Site is designed to be easy to navigate and understand for the parents, while still being fun for the kids. Colours are bright, and reflect the main product (Lego) - also mainly used primary colours for kids to relate to. Images build on the existing theme (images of Lego, using the Lego font).
http://www.lego.com - Official Lego site