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LEGOLAND® Discovery Centre rolls out global campaign developed by Front

A campaign for LEGOLAND® Discovery Centre, which was created by Sheffield based creative agency Front, comprising of out-of-home, 48 and six sheet billboards and print advertising is now being rolled across the globe.

Front was appointed by LEGOLAND Discovery Centre, part of the Merlin Entertainments Group, last year to develop a refreshed global brand creative campaign that could be localised for each of its territories.

There are currently 23 sites around the world (Manchester, Birmingham, Berlin, Oberhausen, Atlanta, Arizona, Boston, Chicago, Columbus, Dallas, Kansas City, Michigan, Philadelphia, San Antonio, Westchester, Toronto, Istanbul, Melbourne, Osaka, Tokyo, Beijing, Shanghai and Shenyang).

Front has also refreshed the brand guidelines and provided a robust toolkit for localisation that includes; messaging hierarchy, brand purpose, call to action treatment, illustrations and wireframes.

The core objective of the campaign is to reaffirm the fact that Legoland Discovery Centres are the ultimate indoor LEGO® playground. Other aims include driving consumer awareness in the competitive attractions market, differentiating it from other attractions and challenging consumer appeal and perceptions by adopting a more emotionally led approach to active play.

Lucy Redmond, account director at Front, said: “LEGOLAND Discovery Centre is without doubt one of the world’s leading attractions so we are thrilled this campaign is now starting to be seen.

“We’ve worked incredibly hard to ensure all creative is underpinned by a single message that is focussed on hands-on brick play. We have changed the way the brand looks, sounds and what it talks about – including communicating all the other experiences, such as cinema and rides that are on offer”.

Adrienne Barrett, global brand director at LEGOLAND Discovery Centre, said: “We are impressed with Front’s strategic thinking and creative application of this campaign as it really encapsulates what LEGOLAND Discovery centre is all about and will drive an affinity amongst the family market with our brand.”


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