LEGOLAND® Malaysia has appointed Mindshare following a media planning and buying pitch involving four agencies.
The first LEGOLAND® theme park to open in Asia is set to officially open in Johor’s Iskandar development region on 15th September. The park will be operated by Merlin Entertainments Group, the world’s 2nd largest visitor attraction operator.
The business will be run out of Singapore, as the S$296 million theme park prepares to open. The park will feature 7 themed areas over 76 acres with more than 40 family friendly interactive rides, shows and attractions. The park will come complete with scale models, within its Miniland, of the Singapore Flyer, Merlion and One Fullerton.
In 2013, LEGOLAND® will also open a water park on the site, and in 2014 a LEGOLAND® Hotel - creating a truly integrated resort. “Mindshare won the pitch by being able to bring to the table not just a comprehensive plan, but an understanding of our brand uniqueness. In today’s landscape it’s vital for agencies to stay on top of trends that help brands be effective and cost efficient,“ said Thilakavathy Munusamy, Director of Sales & Marketing, LEGOLAND® Malaysia.
Munusamy added: “Our selection process was grueling and Mindshare demonstrated the best ability to serve a brand like LEGOLAND®.” Renee Tan will be the regional director for the business, and she and her Singapore-based team will work with Mindshare Malaysia.
“We are very excited about handling this launch and adding the brand LEGOLAND® to our portfolio.” Tan said. Speaking about the appointment, Mindshare Singapore Managing Director Leela Nair said, “We are honoured and thrilled to be working with LEGOLAND® Malaysia. They are a unique business, and LEGO® itself celebrates original thinking. This is the perfect partnership for us, and we look forward to delivering break-through results for LEGOLAND®.”
About LEGOLAND® Malaysia
LEGOLAND® Malaysia is the sixth LEGOLAND® to be built in the world and the very first in Asia. Targeted at families with children between the ages of two to twelve years, LEGOLAND® Parks are based on the universally popular LEGO® construction toy range. They offer families the opportunity to bond, learn and push the boundaries of their imaginations through LEGO® experiences. At LEGOLAND®, families can practice their imagination and creativity, have fun while learning, and understand the importance of caring and quality. Families will be immersed in a unique mix of kid-powered rides, building challenges, spectacular LEGO® models, interactive attractions, family-friendly coasters and shows that pull the audience into the action. LEGOLAND® Malaysia will feature more than 40 interactive rides, shows and attractions when it opens.
Other LEGOLAND® theme parks across the world are situated in Denmark, the United Kingdom, Germany and the USA (with Florida and California locations). There are LEGOLAND® Hotels in the parks in Denmark and the UK; with a hotel scheduled to open in California in 2013.
LEGOLAND® Malaysia will be located in Iskandar Malaysia and is made possible through IDR Resorts and Merlin Entertainments Groups, the world’s second largest visitor attraction operator.
Visit www.LEGOLAND.my for more information.