LEGOLAND Florida Resort: Quest To LEGOLAND

This case study looks at how LEGOLAND Florida, a theme park, overcame the challenge of being in an inconvenient location by making the drive seem insignificant to choosing the resort as a vacation destination.

Campaign details

Agency: VML


LEGOLAND Florida distinguishes itself from other Orlando resorts by empowering kids to take the lead. However, getting to LEGOLAND involves an hour drive - at minimum, from any airport - during which no kids had fun or took the lead. The drive had been cited as an obstacle by many resort visitors, because long drives with young kids are tough on families.

To make the drive feel less burdensome, we first set out to understand why kids hated car journeys so much, and why existing solutions -games, apps, and movies- didn't work. Though little...

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