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Legoland Preps For Theme Park Launch

Legoland has launched a campaign ahead of opening up its first theme park in Malaysia.

The theme park slated to open on 15 September is hoping to attract the general public through the four-month long campaign which runs keeping the holiday season in mind.

The ads showcase various rides and activities available at the park and run on cable TV, FTA, print, out of home and digital media.

While Lowe & Partners Malaysia and 180 Degrees Communications were responsible for the creative duties, media planning and buying was carried out by Mindshare Singapore.

Mindshare Singapore was appointed Legoland’s media agency earlier in the year, following a pitch.

Legoland Malaysia also recently hired Thila Munusamy as its director of sales and marketing to oversee Legoland’s overall marketing, PR, social media, sales and regional promotion activities.

The theme park in Malaysia is Legoland’s first foray into Asia Pacific with existing theme parks up and running in Denmark, the UK, Germany and the US.

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