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LEGOLAND® Florida Resort names VML agency of record

8 January, 2015


VML’s New York office becomes lead marketing partner for top Florida destination

NEW YORK — VML today announced it has been named agency of record by LEGOLAND Florida Resort. VML’s duties will include strategy, campaign development, marketing and creative services.

The agency search comes as LEGOLAND Florida Resort is set to open the highly anticipated LEGOLAND Hotel, just steps away from the park entrance, in summer 2015. This marks the transition from LEGOLAND Florida to LEGOLAND Florida Resort – becoming a multiday destination for LEGO fans around the world. VML was selected for its ability to thread strong insights through a strategic foundation upon which a compelling brand is built.

“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. “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.”

“VML is thrilled to partner with LEGOLAND Florida Resort as its agency of record,” said Mike Wente, executive creative director and managing director of VML in New York. “2015 will be a transformational year for LEGOLAND Florida Resort as it becomes a premier resort destination for domestic and international travelers. We look forward to supporting and increasing interest in one of Florida’s top destinations.”

The new campaign from LEGOLAND Florida Resort and VML will debut in the first quarter of 2015. VML will also support all ongoing marketing plans for LEGOLAND Florida Resort beyond the hotel opening next year.

Lynsay Montour, VML
Phone: 816-218-4980

About LEGOLAND Florida Resort
LEGOLAND Florida Resort is a 150-acre interactive theme park with more than 50 rides, shows and attractions, a water park and The LEGO World of Chima presented by Cartoon Network, all geared to families with children ages 2 to 12. The recently announced LEGOLAND Hotel will open in 2015 and feature 152 themed rooms and suites, LEGO décor, interactive play areas, a pool and a restaurant. There are currently five other LEGOLAND Parks in the world – LEGOLAND California Resort in Carlsbad, LEGOLAND Billund in Denmark, LEGOLAND Deutschland Resort near Günzburg, Germany, LEGOLAND Windsor Resort outside of London and LEGOLAND Malaysia Resort — the sixth LEGOLAND Park and first in Asia. The LEGOLAND theme parks are a part of the second largest attractions operator in the world. For the most current information, log on to

About VML
VML is a global marketing agency that delivers forward-thinking ideas and solutions for the world’s most influential brands, including MillerCoors brands Coors and Coors Light, Charter Communications, Colgate-Palmolive, COBRA PUMA GOLF, Dell, Gatorade, the Kellogg Company, Kimberly-Clark, Krispy Kreme, Microsoft, NAPA AUTO PARTS, PepsiCo, Southwest Airlines, U.S. Soccer, Tennessee Tourism, Wendy’s and Xerox.

Founded in 1992 and headquartered in Kansas City, Missouri, VML joined the world’s largest communications services group WPP in 2001. VML has more than 2,200 employees with principal offices in 24 locations across six continents.

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