How do you advertise a new luxury hotel for kids when it lacks some of the amenities to legally call it a 5-star hotel? By calling it what a kid would. We branded the Legoland Hotel as the world’s only 5-Gazillion Star Hotel.

A hotel for kids should have a kid CEO. One with vision and ambition, like Tommy Parker.

We let kids know the hotel staff thoroughly checks every day to ensure their rooms are monster-free.

These radio spots were released just before opening day.

Along with some security footage from the hotel.

We had some fun with OOH.

And of course, there’s a manifesto.

ACD: Harsh Kapadia / Laurie Hollar
Art Director: Nils Philipon
Copywriter: Scott Muska
Designer: Edi Loyola