VML Wins Legoland Florida Resort AOR

The New York office of VML, part of WPP’s Y&R Group, has been named agency of record by Legoland Florida Resort, the companies confirmed Thursday. VML’s duties will include strategy, campaign development, marketing and creative services. There was no incumbent.

The selection, made after an agency search conducted internally, comes as Legoland Florida Resort is set to open the Legoland Hotel in summer 2015. This marks the transition from Legoland Florida to Legoland Florida Resort -- enabling the venue to become a multi-day destination for Lego fans globally.

A new campaign from Legoland Florida Resort and VML will debut in the first quarter of 2015. VML will also support all ongoing marketing plans for Legoland Florida Resort beyond the hotel opening next year.

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VML was selected for its ability to “thread strong insights through a strategic foundation upon which a compelling brand is built,” the companies said.  

“We are confident in this partnership as we continue to build upon Legoland Florida Resort’s success and further immerse families into a world where Lego comes alive,” said Legoland Florida Resort Marketing and Sales Director Rex Jackson. “VML brings a wealth of experience working with winning brands and we’re excited about the possibilities that exist as we look to the future.”

“2015 will be a transformational year for Legoland Florida Resort as it becomes a premiere resort destination for domestic and international travelers,” said Mike Wente, executive creative director and managing director VML New York. “We look forward to supporting and increasing interest in one of Florida’s top destinations.”

Legoland Florida Resort is a 150-acre interactive theme park with more than 50 rides, shows and attractions, a water park and The Lego World of Chima presented by Cartoon Network, all geared to families with children ages 2 to 12. The soon-to-open hotel there will  feature 152 themed rooms and suites, Lego decor, interactive play areas, a pool and a restaurant. There are currently five other Legoland Parks, located in California, Denmark, Germany, London, Malaysia.

Ad spending for the Florida and California Legoland properties totaled about $8 million in 2013 according to Kantar. A breakout for the two sites was not immediately available. Spending at the Florida venue is expected to increase with the opening of the new hotel there.

This story has been updated with ad spend data from Kantar.

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