VML has been appointed as digital agency of record for LEGOLAND Malaysia Resort. First launched in September 2012, LEGOLAND Malaysia Resort is a family holiday destination located in Johor Bahru, Malaysia. Comprising a theme park, water park and hotel in a single LEGO-themed location, the resort is the first of its kind in Asia.
In recent years, Malaysia has been enjoying high rates of growth in both inbound and domestic travel. However, for leisure and tourism brands to tap into this growth, brand differentiation must come to the fore. Keenly aware of this, LEGOLAND Malaysia Resort is aiming to be the top-of-mind brand for visitors in the market looking for family fun and short break destinations. Another key priority on the agenda is to reinforce their positioning as an inventive brand that is constantly refreshing its offering to customers, comprising more than 70 hands-on rides, slides and attractions.
As the Digital AOR, VML’s mandate entails handling all aspects of LEGOLAND Malaysia Resort’s digital marketing. This includes analytics and reporting, as well as campaign ideation, creative and video content development, and ongoing social media management. The scope of the appointment will be for a period of one year, with immediate effect.
Tripti Lochan, Chief Executive Officer, VML Southeast Asia and India said, “The LEGO brand is well-known and loved all over the world, and LEGOLAND Malaysia Resort has captured the hearts of its audience for the past five years in Malaysia. Yet, to stay relevant, the brand has to continuously evolve. We embarked on this journey three years ago with LEGOLAND Florida Resort in the United States, and are delighted to be partnering with LEGOLAND Malaysia Resort, helping them pave the way for a wonderful, fruitful digital journey ahead in Asia.”