VML announced today that it has been named as creative agency of record for LEGOLAND Florida Resort, responsible for strategy, campaign development, marketing and creative services. This follows the selection of PP+K as its media agency of record in October and anticipates the opening of LEGOLAND Hotel this summer, completing the transition from LEGOLAND Florida to LEGOLAND Florida Resort. Jacksonville-based agency Dalton, which had served as LEGOLAND’s agency of record since December of 2012, will continue as PR agency for the brand.
LEGOLAND helped boost Polk County, Florida’s tourism to record numbers in 2014 and now seeks to expand to become a multi-day destination. New work is expected from VML in the first quarter of 2015.
“We are confident in this partnership as we continue to build upon LEGOLAND Florida Resort’s success and further immerse families into a world where LEGO comes alive,” said LEGOLAND Florida Resort Marketing and Sales Director Rex Jackson, in a statement. “VML brings a wealth of experience working with winning brands and we’re excited about the possibilities that exist as we look to the future.”