MINILAND Amazing Malaysia

LEGOLAND Malaysia's MINILAND, a miniature world of Asian landmarks, began to lose its luster as the many iconic Malaysian landmarks within became dated, losing their charm and appeal. Our challenge was to revitalist MINILAND and attract visitors to return again.

Archetype proposed a phased approach to generate excitement and extend media coverage. The campaign began with a teaser, LEGOLAND unveiled a colossal roof covering the MINILAND. The press announcement hinted at grander things to come, with a promise of something new at every visit. A few months later, during the CEO of Merlin Entertainment’s visit, we hosted a groundbreaking ceremony to announce the construction and preview MINILAND Amazing Malaysia. Finally, in September, coinciding with Malaysia Day, the full MINILAND Amazing Malaysia was unveiled, sparking media attention and social media buzz. We hosted an exclusive tour for media, influencers, and their families, including a mini scavenger challenge for interactive engagement.