CHALLENGE: Promote Legoland Hotel's grand opening and get families stoked to spend a night or two there the first or next time they visit the resort.
IDEA : Brand Legoland Hotel as THE 5-GAZILLION STAR HOTEL (FOR KIDS) by creating and promoting amenities and experiences designed specifically for children.
A hotel for kids should have a kid CEO—a young dude with ambition, like Tommy Parker.
We used these cards to let kids know that our staff thoroughly checks the rooms every day to ensure their rooms are monster-free.
We wrote a couple of short radio spots that were released just before opening day.
And blew up some inboxes with fancy emails.
CD: Harsh Kapadia
ACD: Laurie Hollar
AD: Nils Philipon / Edi Loyola / Raihana Halim
CW: Scott Muska / Justine Cotter