LEGOLAND coaster campaign calls families to action

adam&eve\TBWA has unveiled “Calling All Heroes”, a global campaign for Merlin Entertainments to mark the launch of the Galacticoaster at LEGOLAND Florida Resort and LEGOLAND California Resort. The indoor rollercoaster opens on 27 February in Florida and 6 March in California.

The campaign positions the ride as a mission to save LEGOLAND from an oncoming asteroid, inviting families to design their own spacecraft before boarding.

Merlin has invested 90 million dollars in the space-themed attraction, which allows guests to build vehicles using LEGO elements, creating more than 625 possible spacecraft combinations before experiencing the ride.

Recruitment drive at the heart of campaign

Framed as a call to action rather than a traditional launch, “Calling All Heroes” encourages families to build, customise and train together as a team of space explorers. The storyline mirrors the ride experience, integrating the attraction’s narrative into the communications.

The hero film, directed by Gary Freedman through MJZ, opens in Mission Control as engineers attempt to stop an asteroid threatening LEGOLAND. An eight-year-old girl, Jenny, steps forward with her spacecraft design, guiding the team through the mission. The spot will run until the end of March in 60, 30 and 15-second versions across online video, connected TV, radio, social and out-of-home. Media planning and buying is led by OMD.

Agency marks first major campaign for Merlin

Miranda Hipwell, CEO, adam&eve\TBWA: "Working with Merlin on our first major campaign post pitch has been a blast from start to finish. What an honor to launch this LEGOLAND work into the stratosphere."

Toby Horry, SVP of Global Marketing, Merlin Entertainments: "We’re incredibly excited to unveil our new advertising campaign for Galacticoaster, opening at LEGOLAND in Florida and California in the coming weeks. The campaign captures the exhilaration of blasting through space on our newest indoor family coaster while showcasing one of the ride’s most unique features—the chance for every young space explorer to design their very own spacecraft… It’s a perfect example of how families get to build bigger together at LEGOLAND Resorts."

Matt Gay, Executive Creative Director, adam&eve\TBWA: "Launch a space ride. At LEGOLAND. An absolute belter of a brief and so much fun to create with our new clients at Merlin Entertainments."

The campaign will continue with additional activations throughout the year as Merlin supports the rollout of the attraction across both US resorts.

www.legoland.com

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