Legoland Malaysia focuses on Singaporean visitors

Legoland Malaysia which was set up earlier in September 2012 has increasingly shifted its focus on the Singapore market. Currently the footfall of visitors from Malaysia and Singapore remain comparable.To attract more of the Singaporean public, the company also heavily invests in social media and digital marketing. However, traditional mediums are still vital to the theme parks marketing strategy. Three years ago, Legoland Malaysia also appointed Mindshare Singapore as its media buying agency to lure in much of the local public.When asked by Marketing how much of Legoland’s media buying was allocated to digital, Nick Seckold CEO of Mindshare Singapore declined to comment but added that it was growing proportion of their overall investment. He also added that Legoland Malaysia has a holistic 360 brand communication strategy. Marketing has also reached out to Legoland Malaysia for comments.Meanwhile on an interview with The Business Times, Mark Germyn who is the GM of Legoland Malaysia, said social marketing in an area that Singaporeans were very advanced and savvy in. Its main target group remains families with children aged between 2 to 12.Germyn also added that the attraction has built up a steady visitor base coming from Singapore because of the close proximity and has been actively working with Legoland also actively ties with tour operators and bus operators to conveniently shuttle visitors from the Singapore Flyer and Changi Airport.Prices have also been kept reasonable and currently a direct coach service from Singapore departs from the Singapore Flyer every 30 minutes during busy periods, and arrives at Legoland in less than an hour. The return journey costs SG$20 per person. There is also a shuttle service from the Tuas Singapore second link, which is only 15 minutes away.