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Legoland Dollars_Travelex

CHALLENGE: The Florida market is cluttered with iconic theme parks and tourist attractions. How could Legoland Florida Resort stand out among them and convince international travelers to add LEGOLAND to their vacation plans? IDEA : Nothing puts a place on a map more than having an official currency. So we partnered with Travelex to introduce Legoland Dollars on foreign currency exchange boards all over the world. RESULTS: 22% increase in park visits 21% increase in park revenue 48 locations sold out

Project Roles
Art Director
Company
VMLY&R
Skills
Art Direction, Conceptual
Media
Advertising
Project Industries
Travel/Tourism
Legoland Dollars_Travelex