The Florida market is cluttered with iconic theme parks and tourist attractions. We were asked to help LEGOLAND stand out, and to get international travelers to add the destination to their vacation plans. So we introduced LEGOLAND Dollars, a real currency that can be spent at the resort, to foreign exchange boards for trade at locations within international airports—a place where international travelers stop to check the rate for their home country’s currency.
22% increase in park visits
21% increase in park revenue
48 Travelex locations sold out
Silver Cannes Lion, Media—Best Use of Ambient Media
Cannes Lion Shortlist, Direct—Best Use of Ambient Media
Bronze, YoungGuns Awards