Legoland: Legoland Dollars [image]

Credits & Description:

Agency: Vml
Brand: Legoland Florida Resort
Country: USA
Advertising Agency: Vml, New York
Entrant Company: Vml, New York
Media Agency: Vml, New York
Pr Agency: Vml, New York
Production Company: Vml, New York
Additional Company: Vml, New York
Marketing Manager: Audrey Padgett (Legoland Florida Resort)
Global Chief Creative Officer: Debbi Vandeven (Vml)
Associate Art Director: Nils Philipon (Vml)
Managing Director And Executive Creative Director: Mike Wente (Vml)
Senior Art Director: Harsh Kapadia (Vml)
Associate Creative Director: Laurie Hollar (Vml)
Creative Director: Harsh Kapadia (Vml)
Senior Project Manager: Mark Mcfarlane (Vml)
Marketing And Sales Director: Rex Jackson (Legoland Florida Resort)
Associate Copywriter: Scott Muska (Vml)
Art Director: Edi Loyola (Vml)
Account Director: Karen Wertheim (Vml)
Director Of Promotions: Marc Schumer (Vml)
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