Legoland: Legoland Dollars

Credits & Description:

The Florida market is saturated with iconic theme parks and tourist attractions. Global marketing agency VML wanted to get more international travelers to add LEGOLAND Florida Resort to their vacation plans. LEGOLAND Dollars, a real currency that can be spent at the resort, was introduced on foreign exchange boards at Travelex locations within international airports a place where travelers stop to check the rate for their home country’s currency upon arrival in the USA. The campaign resulted in a 22% increase in park visits, a 21% increase in park revenue, and 48 locations selling out of LEGOLAND Dollars.
Media: Experiential
Category: Travel, transport & tourism
Brand: Legoland
Media: DM
Category: Recreation, Leisure, Sports
Client: LEGOLAND Florida Resort
Creative Agency: VML
LEGOLAND Florida Resort
Rex Jackson, Marketing & Sales Director
Audrey Padgett, Marketing Manager
VML New York
Debbi Vandeven, Global Chief Creative Officer
Mike Wente, Managing Director and Executive Creative Director
Harsh Kapadia, Creative Director
Laurie Hollar, Associate Creative Director
Scott Muska, Associate Copywriter
Edi Loyola, Designer
Nils Philipon, Associate Art Director
Karen Wertheim, Account Director
Mark McFarlane, Senior Project Manager
VML Kansas City
Marc Schumer, Director of Promotions
Campaign Description:
We created a new media placement by introducing existing LEGOLAND Dollars for foreign exchange at locations within airports and listing LEGOLAND as a country on the exchange board among real countries. This capitalizes on the natural behavior of international travelers stop to check the rate for their home country’s currency upon arrival in the U.S.
Execution:
LEGOLAND was listed as a country and LEGOLAND Dollars were made available for trade at a 1:1 rate to the USD in 48 locations from August through December at international airports. If the travelers traded their currency for LEGOLAND Dollars they were given promotional coupons along with LEGOLAND Dollars that could be used in the park. LEGOLAND was also listed as a country on Travelex’s website along with tips on how to spend at LEGOLAND just like they do for other countries.
Strategy:
The idea of creating this media placement was sparked from a natural behavior of international travelers. We used the foreign exchange boards to get the attention of international traveling families who naturally tend to check foreign exchange board to see the exchange rate of their home currency, only to see LEGOLAND being listed as one of the countries. Upon inquiry, they were also given more information and encouraged to visit LEGOLAND Florida during their trip by the Travelex agent.
Synopsis:
The Florida market in the USA is cluttered with iconic theme parks and tourist attractions. We needed to get more international travelers to add LEGOLAND Florida Resort to their vacation plans and we wanted to talk to them directly and get noticed rather than getting lost in the clutter of theme park advertising.
Outcome:
The campaign saw: -An increase in park revenue of 21%-An increase in park visits of 22%-48 locations sold out