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Front picked to develop visual for Legoland Korea


Creative agency Front has been appointed to create and develop the new key visual for the 2022 launch of Legoland Korea, the newest theme park opening for Lego.

Sheffield’s Front has previously completed the same project for Legoland New York – it was appointed last year to provide visuals for the under-construction theme park in Goshen, New York, which is scheduled to open in 2021.

Legoland Korea, featuring a themed Legoland Hotel, is set to be be situated on the island of Hajungdo, approximately one hour east of Seoul and within a two-hour drive time of nearly 24 million people. Seoul itself has a population of nearly 10 million.

The visual created for the newest Legoland will be used across all promotional and marketing platforms including online, brochure, print and video formats, in the same fashion as the visual for Legoland New York (above).

Lucy Redmond, Account Director at Front, said: “We are delighted to have been appointed by Legoland Korea. Over the past few months, we have worked hard on the key visual for Legoland New York so it will be fantastic to apply what we have learned to Asia’s newest resort.”

Dawn Stailey, Head of Marketing for Legoland New Openings, added: “Since we started working with Front last year, the team has really understood our business and the geographical/cultural differences that we have to be mindful of. Its insight driven rationales, and the project management support it delivers across multiple continents and time zones, have also added real value.

“The creative delivered so far for New York has been first class, so I’m looking forward to seeing how the South Korea project develops.”

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