2016 Silver Cannes Lion, Media—Best Use of Ambient Media
2016 Cannes Lion Shorlist, Direct—Best Use of Ambient Media
2015 Bronze, YoungGuns Awards
CHALLENGE: The Florida market is cluttered with iconic theme parks and tourist attractions. How could Legoland Florida Resort stand out among them and convince international travelers to add LEGOLAND to their vacation plans?
IDEA : Nothing puts a place on a map more than having an official currency. So we partnered with Travelex to introduce Legoland Dollars on foreign currency exchange boards all over the world.
- 22% increase in park visits
- 21% increase in park revenue
- 48 locations sold out
To promote the campaign, we made tons of Instagram, Facebook and Twitter posts. As always, it was a lot of fun to get a little weird with Captain Brickbeard.
We created a Legoland Dollars section for Travelex's website that showed tourists some of the fun things they could use Legoland Dollars for at the resort, and to help them find their closest participating exchange location. It also drove them to a Legoland Florida trip-booking page.
CD: Harsh Kapadia
ACD: Laurie Hollar
AD: Nils Philipon / Edi Loyola
CW: Scott Muska