The Florida market is saturated with iconic theme parks and tourist attractions. Global marketing agency VML wanted to get more international travelers to add LEGOLAND Florida Resort to their vacation plans. LEGOLAND Dollars, a real currency that can be spent at the resort, was introduced on foreign exchange boards at Travelex locations within international airports – a place where travelers stop to check the rate for their home country’s currency upon arrival in the USA. The campaign resulted in a 22% increase in park visits, a 21% increase in park revenue, and 48 locations selling out of LEGOLAND Dollars.
Philosophy
LEGOLAND Dollars, a real currency that can be spent at the resort, was introduced on foreign exchange boards at Travelex locations within international airports – a place where travelers stop to check the rate for their home country’s currency upon arrival in the USA.
Problem
The Florida market is saturated with iconic theme parks and tourist attractions. Global marketing agency VML wanted to get more international travelers to add LEGOLAND Florida Resort to their vacation plans.
Result
The campaign resulted in a 22% increase in park visits, a 21% increase in park revenue, and 48 locations selling out of LEGOLAND Dollars.