Legoland Florida Resort: The Making of the 5-Gazillion Star Hotel

Agency: VML / PP+K

A small hotel with dreams of grandeur

This is the story of LEGOLAND Florida Resort's journey to become a must-visit attraction in Orlando: theme park capital of the world.

In the spring of 2015, we planned to launch a brand new hotel - an addition that would elevate their status from theme park to resort, and would make the new LEGOLAND Florida Resort a compelling vacation destination.

But themed resorts are a dime a dozen in Orlando, and we had to make sure the hotel felt different. By this time, we had also built a robust park strategy to help LEGOLAND Florida Resort become the first theme park truly built for kids to take the lead. The hotel too would have to embody this spirit, but we needed a fresh way to get the message across.