Our first campaign with Merlin Entertainments, “Calling All Heroes” celebrates the launch of Galacticoaster, LEGOLAND® Resorts’ newest high-tech indoor rollercoaster coming to LEGOLAND® Florida and LEGOLAND® California Resorts.

Designed to rally heroes of all sizes, the campaign invites families to step up and save LEGOLAND from an out-of-control asteroid in a thrilling mission woven directly into the new ride’s storyline. The campaign spotlights Merlin’s groundbreaking space-themed attraction, a first of its kind indoor coaster where guests can design their own spacecraft using LEGO® elements- resulting in more than 625 unique spacecraft combinations- before seeing themselves “riding” in the vehicle they designed before blasting off to face the Asteroid of Probable Destruction heading their way and save LEGOLAND.

More a recruitment drive than a traditional advertising campaign, Calling All Heroes serves as a universal call to arms, encouraging families to build, customize, train and save the day together as a crew of LEGOLAND space heroes.