Client: LEGOLAND Florida Resort
Creative Agency: VML New York
VML
Debbi Vandeven, Global Chief Creative Officer
Mike Wente VML New York Managing Director and Executive Creative Director
Harsh Kapadia VML New York Creative Director
Laurie Hollar VML New York Associate Creative Director
Edi Loyola VML New York Art Director
Justine Cotter VML New York Senior Copywriter
Raihana Halim VML New York Senior Art Director
Harsh Kapadia VML New York Senior Art Director
Laurie Hollar VML New York Senior Copywriter
Scott Muska VML New York Associate Copywriter
Connor Addario VML New York Associate Copywriter
Karen Wertheim VML New York Account Director
Mark McFarlane VML New York Senior Project Manager
Becka Vigorito VML New York Group Account Director
Rex Jackson LEGOLAND Florida Resort Marketing and Sales Director
Audrey Padgett LEGOLAND Florida Resort Marketing Manager
We created The LEGOLAND Times, the official newspaper of LEGOLAND. Transforming the construct of a traditional paper into a paper made for kids, we gave families an inside look at the day to day happenings at the resort.Stories were designed through the eyes of kids. With articles including things like a full-length feature about a pirate absconding with gold, an in-depth editorial from a knight with very strong opinions on Mac & Cheese, a hard-hitting expose of a rare dinosaur bone, horoscopes from a fortune teller, advertisements, and even classifieds. Articles leveraged characters and places in the resort to not only inspire kids’ imaginations and generate excitement, but also inform families for their visit.