A new global advertising campaign for Legoland Resorts is being instigated by Merlin Entertainments.
The ‘Awesome Awaits’ TV ad broke in the US on Monday, to be followed by the UK on March 23. The advert will also run in Malaysia, Denmark and Germany over the summer.
The aim is to build on the performance of the existing six attractions and the planned opening of new parks in Dubai, Japan and South Korea.
The 30-second TV spot is designed to show the universal appeal of Legoland, with Lego bricks transforming into animals, characters and vehicles for families’ journeying to the resorts.
The film, which took 12 weeks in post-production, was made by combining visual effects with a live action shoot on location in Cape Town, South Africa.
More than 10,000 bricks were shipped in to be used on set in the live action elements. A further 893 million virtual bricks were built and individually placed in post-production to create the models in the advert.
Legoland Resorts global marketing director Paul Harvey said: “Legoland Resorts are unique – developed specifically for families with children 2-12 to enjoy and play together – and the ultimate showcase for the iconic LEGO brick which has a universal appeal across borders, and age groups.
“We have now also added themed hotels and accommodation; as well as secondary attractions like water parks and Sea Life aquariums so Legoland is increasingly moving from a one day to a short break destination.
“In short, Legoland is entering an exciting stage as we continue to grow globally and deliver an experience where children’s imaginations really do come to life.
“With ‘Awesome Awaits’, we have a campaign that perfectly encapsulates the excitement associated with a trip to one of the resorts and the promise of what awaits, as well as marking a creative step change in how we position ourselves.”