I worked on the 2023 ‘In my LEGOLAND’ global campaign running across all parks globally. This involved both ideation and then coordination of UK-specific adaptation, leading scripting and voiceover recording sessions, planning and media buying - including a Channel 5/5Star sponsorship that delivered record-brekaing ROAS. The total UK media spend was £2.9m, and it ran in bursts at key times during the year to drive considerations and conversions across both park day tickets and short break stays in the resort hotels. It was recognised as being the UK’s most effective TV advert in April 2023.