Legoland introduces global ‘In my Legoland’ campaign
Merlin Entertainments introduced “In my Legoland,” a new global campaign centering on the imagination and originality children bring to their Lego experiences.
When kids play with Legos, the sky is the limit — and sometimes the sky is merely the starting point. Even if a Lego set is connected to a specific franchise, story, or set of characters, each child builds their own “Legoland,” so to speak, completely unique to their creativity. This land can be anything, and within it, anything can happen. It’s this core message that Legoland parks will drive home in the new campaign.
“In my Legoland…”
The campaign launched with a new promo video featuring a child imagining his family’s various vacation experiences as places and adventures he’s built himself. For instance, while riding The Dragon roller coaster, the boy narrates, “In my Legoland, I ride on a dragon and its breath would melt the clouds!” From rides to the family’s hotel stay, each new activity prompts the boy to dream up something new.
The company emphasizes the “In my Legoland” language isn’t just for a limited-time promo or season. Instead, it’s a company-wide adjustment in how it will communicate about its destinations “for years to come.”
A Global Initiative
The campaign is global, spanning Legoland parks in Denmark, Germany, Japan, Korea, the United Arab Emirates, the United Kingdom, and the United States. Merlin Entertainments says each park can make the campaign their own, leveraging its themes to individualize their ads and messaging.
Gary Fawcett is the executive creator director at TBWA\MCR, the advertising agency behind “In my Legoland.” In a behind-the-scenes video, Fawcett says the campaign can “demonstrate how each attraction sparks off kids’ imagination a very different way each time.”
With this in mind, the possibilities of advertisement variations are endless. The parks could use “In my Legoland” to highlight existing favorite attractions, like Lego Ninjago The Ride; tease new additions, like Florida’s recently opened Pirate River Quest; or promote upcoming projects and future parks.
