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Sheffield’s Front launches campaign for LEGOLAND Discovery Centre


Sheffield creative agency Front has launched a global campaign for LEGOLAND Discovery Centre comprising out-of-home, sheet billboards and print advertising.

Front was appointed last year to develop a refreshed global brand creative campaign that could be localised for each of its territories. LEGOLAND Discovery Centre, part of the Merlin Entertainments Group, currently has 23 global sites, including in Manchester.

Front has also refreshed the brand guidelines and provided a robust toolkit for localisation that includes messaging hierarchy, brand purpose, call to action treatment, illustrations and wireframes.

Lucy Redmond, Account Director at Front, said: “LEGOLAND Discovery Centre is without doubt one of the world’s leading attractions so we are thrilled this campaign is now starting to be seen.

“We’ve worked incredibly hard to ensure all creative is underpinned by a single message that is focussed on hands-on brick play. We have changed the way the brand looks, sounds and what it talks about – including communicating all the other experiences, such as cinema and rides that are on offer.”

Adrienne Barrett, Global Brand Director at LEGOLAND Discovery Centre, added: “We are impressed with Front’s strategic thinking and creative application of this campaign as it really encapsulates what LEGOLAND Discovery centre is all about and will drive an affinity amongst the family market with our brand.”


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