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VML created The LEGOLAND Times, the official newspaper of LEGOLAND. Transforming the construct of a traditional paper into a paper made for kids, VML gave families an inside look at the day-to-day happenings at the resort. Stories were designed through the eyes of kids, with articles including things like a full-length feature about a pirate absconding with gold, an in-depth editorial from a knight with very strong opinions on Mac & Cheese, a hard-hitting expose of a rare dinosaur bone, horoscopes from a fortune teller, advertisements, and even classifieds. Articles leveraged characters and places in the resort to not only inspire kids’ imaginations and generate excitement, but also inform families for their visit.
VMLY&R, 5 years ago