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 natural stop for international travelers checking the rate for their home country’s currency upon arrival in the U.S.

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

Legoland Dollars is designed to create a unique 1 to 1 experience between a traveler and the brand to lure the them into wanting to visit the LEGOLAND Resort during their vacation.

We used the foreign exchange boards to get the attention of international traveling families who naturally check foreign exchange board to see the exchange rate of their home currency, only to see LEGOLAND being listed as one of the countries. Upon inquiry, they were also given more information and encouraged to visit LEGOLAND Florida during their trip by the Travelex agent.

The Florida market in the USA is cluttered with iconic theme parks and tourist attractions. We needed to get more international travelers to add LEGOLAND Florida Resort to their vacation plans and we wanted to talk to them directly and get noticed rather than getting lost in the clutter of theme park advertising.