New global LEGOLAND advert focuses on imagination

A new

advert has been released, intended to promote the magic and imagination that the theme parks conjure up.

London agency BMB has developed the new advert that will be used to promote

destinations around the world. The Drum, a marketing industry website, has highlighted the new clip as its pick of the day.

In the new advert, a

park employee is awoken by a brick built dog after oversleeping. The character has to get the various creations back in the correct place before the visitors arrive for the day, demonstrating the chaotic fun that children love to imagine going on when no-one is looking

“A visit to

is like stepping into a life-size
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toy box, where all of your favourite sets are brought to life,” Paul Harvey, global marketing managing director for , told the Drum. “For families, the prospect of visiting is full of excitement, wonder and imagination at what they’ll encounter. In our second brand campaign, we wanted to tell the story of our
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models coming to life before the park opens – from a giant multi-coloured
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Octopus to a tiny
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frog – and give a glimpse of the awesome world of play that the whole family will be a part of when they visit.”


Resort recently re-opened for 2018, with Billund set to open this weekend for the new season.


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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