Few things put a place on a map more than having its own official currency. So to help LEGOLAND stand out in Florida’s cluttered tourist attraction market, we partnered with Travelex to introduce LEGOLAND Dollars to foreign currency exchange boards in international airports.
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 Shorlist, Direct—Best Use of Ambient Media
Bronze, YoungGuns Awards
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.