Suffering from negative perceptions about its affordability, LEGOLAND theme park needed to persuade more young families to visit and spend more money. A strategy was agreed to build consideration and perceived value for money by creatively celebrating LEGOLAND as a place of imagination and rich possibilities. The main channels used were TV advertising, a Channel 5 sponsorship, and digital. Evidence that communications worked includes improvements to key brand metrics, value for money and visit intent scores, and Google searches. Econometrics estimates marketing contributed £12.9m of profit, with the potential for a longer-term return as campaign assets were designed for longevity.