Legoland Taps Dailey

Legoland is trying to avoid a sophomore slump.
Having opened last March in theme park-saturated Southern California, the Carlsbad park has hired a new agency to inject some life into its advertising and marketing as it strives to boost attendance with new rides and attractions.
Legoland, a venture of Danish toy maker Lego, tapped Dailey & Associates, West Hollywood, Calif., to handle its estimated $10 million account, after a quiet review of Southern California shops. Bob Phillips, a San Diego consultant, assisted with the search. Asher & Partners, Los Angeles, had earlier helped build awareness in the target markets of San Diego and Los Angeles, according to Legoland executives.
“[Legoland has] struggled a bit with the creative platform,” said John Thompson, Dailey’s new senior vice president of business development. “We hope to clear up some of the misperceptions.”
Marianne Flowers, client director of marketing, said the company plans to go “deeper from a communications standpoint.”
“Dailey is known for its superb client service, strategy development and creative,” Flowers said. After entering the review late, she said, “They best grasped our product and direction.”
Legoland officials hope to boost annual attendance from 1.5 million to 1.75 million over the next 12 months.
Dailey’s first work is expected to break in mid-March, according to Flowers. “We’re sorry to see them go after the hard work we did together,” said Barry Schoenfeld, partner and director of strategic planning at Asher. “But there are some issues that advertising can’t settle.”