Legoland Windsor: Brand building our way out of an affordability crisis with the power of imagination

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.