LEGOLAND Malaysia picks VML for digital marketing duties

LEGOLAND Malaysia Resort has appointed global digital marketing agency VML to handle all aspects of its digital marketing for a period of one year, following a pitch held in July 2017. This includes analytics and reporting, campaign ideation, creative and video content development, as well as ongoing social media management.

The appointment comes as LEGOLAND Malaysia Resort aims to be the top-of-mind brand for visitors in the market looking for family fun and short break destinations. It also aims to reinforce their positioning as an inventive brand that is constantly refreshing its offering to customers.

“We embarked on this journey three years ago with LEGOLAND Florida Resort in the United States, and are delighted to be partnering with LEGOLAND Malaysia Resort, helping them pave the way for a wonderful, fruitful digital journey ahead in Asia," Tripti Lochan, CEO, VML Southeast Asia and India, said.

A+M has reached out to LEGOLAND Malaysia Resort for comment.

VML launched its first office in Kuala Lumpur last year and appointed Lee Chin Chuan as head of digital to lead its operations. Prior to this role, he was associate brand director at Isobar Malaysia. Since then, it has won seven new clients and works with a number of locally-based brands, such as Castrol Carama, OCBC Malaysia and Sony Pictures Malaysia. It focuses on consumer insights, brand strategy and development, social media management and social listening.

Following that, Korean skincare and cosmetics brand Innisfree appointed VML as its social media agency in Malaysia earlier this year, following a competitive pitch. The engagement began in April 2017, with VML leading the brand's digital marketing, including digital transformation, campaign concepts and creative, content marketing, social media management, analytics and reporting.

Last month, ION Orchard appointed VML Singapore to handle its social media duties for a year. VML will support ION Orchard across all aspects of its social strategy, including content planning and asset development, community management, reporting and analytics, as well as strategic campaigns and related events.