We created an experience using existing LEGOLAND Dollars, a real currency that can be spent at the resort that was introduced on foreign exchange boards for trade at locations within international airports. A place where international travelers stop to check the rate for their home country’s currency upon arrival in the U.S.A.

LEGOLAND was listed as a country and LEGOLAND Dollars were made available for trade at a 1:1 rate to the USD in 48 locations from August through December at international airports. If the travelers traded their currency for LEGOLAND Dollars they were also given promotional coupons along with LEGOLAND Dollars that could be used in the park.

The campaign saw:

- An increase in park revenue of 21%

- An increase in park visits of 22%

- 48 locations sold out