Legoland Selects Mindshare For Malaysia Launch
The first LEGOLAND® theme park to open in Asia is set to officially open in Johor’s Iskandar development region on 15th September. The park will be operated by Merlin Entertainments Group, the world’s 2nd largest visitor attraction operator.
The business will be run out of Singapore, as the S$296 million theme park prepares to open. The park will feature 7 themed areas over 76 acres with more than 40 family friendly interactive rides, shows and attractions. The park will come complete with scale models, within its Miniland, of the Singapore Flyer, Merlion and One Fullerton.
In 2013, LEGOLAND® will also open a water park on the site, and in 2014 a LEGOLAND® Hotel - creating a truly integrated resort.
“Mindshare won the pitch by being able to bring to the table not just a comprehensive plan, but an understanding of our brand uniqueness. In today’s landscape it’s vital for agencies to stay on top of trends that help brands be effective and cost efficient,“ said Thilakavathy Munusamy, Director of Sales & Marketing, LEGOLAND® Malaysia.
Munusamy added: “Our selection process was grueling and Mindshare demonstrated the best ability to serve a brand like LEGOLAND®.”
Renee Tan will be the regional director for the business, and she and her Singapore-based team will work with Mindshare Malaysia.
“We are very excited about handling this launch and adding the brand LEGOLAND® to our portfolio.” Tan said.
Speaking about the appointment, Mindshare Singapore Managing Director Leela Nair said, “We are honoured and thrilled to be working with LEGOLAND® Malaysia. They are a unique business, and LEGO® itself celebrates original thinking. This is the perfect partnership for us, and we look forward to delivering break-through results for LEGOLAND®.”