Brief: Give LegoLand a warm welcome by celebrating the opening of the first Southern Hemisphere store (Chadstone Vicinity centre), and let Aussie's know LegoLand is here to stay.
Lego has chosen Australia to be its first LegoLand in the Southern Hemisphere. When people first move to Australia they often travel the country to explore the different landscapes because everywhere is unique. Why should LegoLand be any different?
LEGOVAN AIRBNB
To let the public know that LegoLand was here to stay at Vicinity, we wanted to let people stay in Lego.
#LEGOSTAYS
The lego caravan would be available at certain dates around the country to book via Airbnb. It would be made of lego bricks inside and out, touring Australian locations giving people an imaginative and fun experience to try before they buy.
Special visits to Vicinity centres would also allow existing shoppers the chance to view the LegoVan and take photos before the final destination of Chadstone for the LegoLand grand opening.