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