Wavemaker UK brings the magic of LEGOLAND® Windsor Resort to family sofas with a new TV sponsorship deal.
Wavemaker has teamed up with Sky in a TV sponsorship deal to present the LEGOLAND® Windsor Resort as the first destination for family outings. Brand sponsorship ‘Family Movies of 5’ debuted on January 29, 2022 and will run for a full 12 months.
Marianne McGoldrick, Marketing Director of LEGOLAND® Windsor Resort:
“We are incredibly thrilled to bring the world of LEGO MYTHICA: World of Mythical Creatures to family living rooms across the country through this new sponsorship.”
To kick off the sponsorship, Wavemaker collaborated with Sky on the production of a series of identifiers designed to showcase and provide continued momentum to the station’s new terrain, LEGO® MYTHICA: World of mythical creatures. As the biggest investment in the park since it opened 25 years ago, the new land launched to visitors in May 2021. It features rides, attractions and experiences, including the world’s first flying theater ride. UK – Flight of the Sky Lion.
The project is the first TV sponsorship deal for Wavemaker and a family entertainment group – and LEGOLAND Resort owner – Merlin Entertainments. Wavemaker was selected last year to manage all of Merlin Entertainments media planning and buying for Midway’s theme parks, resorts and attractions.
Its decision to consolidate its media planning and purchase into Wavemaker is part of Merlin’s ambitious growth plans as the UK tourist attractions industry emerges from COVID-19 lockdowns and restrictions.
As demand for excursions and short trips increases, TV sponsorship aims to raise awareness among key and growing audiences, keeping LEGOLAND Windsor top of mind for families during critical times such as school holidays and vacations. To do this, beyond the promotion MYTHICAL LEGO, Wavemaker will also phase IDs to promote the Hotel LEGOLAND® Resort as well as the park as a whole. In collaboration with Sky, Wavemaker also plans to refresh ids later this year to promote the Halloween experience, “Brick or Treat”, a spooky getaway for the whole family.
Mick Style, CEO of Wavemaker North:
“This TV sponsorship is the perfect start to our epic journey with LEGOLAND Windsor. Between the adventures of our favorite movie characters, we show families and kids how they too can buckle up and build their own thrilling quest in the world’s first and only such theme park. With the help of Sky, we are delighted to raise awareness and drive the growth of a brand loved by generations.”