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Brand Purpose Lego TBWA

Legoland breaks Channel 5 Movies sponsorship down into small pieces


By John Glenday, Reporter

March 29, 2023 | 3 min read

Legoland Windsor is building a relationship with Channel 5, courtesy of a family movie sponsorship.


Legoland builds family ties with Channel 5 Movies sponsorship

A campaign for the themed tourist attraction by TBWA\MCR extends the established ‘where imaginations build and build’ platform that draws inspiration from the Danish toymaker by adopting a modular kit of parts across TV, digital and social that can be stuck together and pulled apart as required.

The partnership will see the Lego brand adorn a series of custom idents over the coming year on both Channel 5 and 5Star. Drawing inspiration from the big screen each short taster opens with the legendary words ‘In a land…’ complete with bombastic music and a high-octane voiceover, before cutting to various theme park attractions.

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The three-week campaign will transport viewers to the land of a fire-breathing dragon...

...and a fantastical hotel...

…by way of a Ninjago experience.

Marianne McGoldrick, marketing director at Legoland Windsor said: “We’re incredibly excited to launch our new campaign with TBWA\MCR to reinforce what sets us apart; an epic world of Lego experiences that celebrates and encourages interactive and imaginative play for all the family.”

Unifying the various activations will be an underlying theme of a child and sister embarking on a fantastical journey along a Lego brick road, first introduced earlier this month.

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