LEGOLAND calls for PR pitch for SG and MY market

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LEGOLAND Malaysia Resort has called for a PR pitch, with submissions closing on 27 September 2024. The contract is for one year, with an option to extend for another year.

Currently, Archetype is in the incumbent on the account for Malaysia. Meanwhile, Mad Hat Asia is on the account for press release dissemination in Singapore. The chosen agency will need to partner LEGOLAND Malaysia Resort on its 2025 marketing plan. The plan includes working on a series of events and new experiences.

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The remit will cover LEGOLAND Malaysia Resort's primary market Malaysia, and Singapore. In addition, LEGOLAND Malaysia Resort is prioritising agencies that are skilled in storytelling, have strong media contacts to drive relevant story angles for LEGOLAND and will be able to provide extensive coverage of the brand's events and news.

The news comes shortly after LEGOLAND Malaysia Resort first appointed Mad Hat Asia Singapore as its creative communications and public relations agency in Singapore in April this year.

Through 2024, the agency will focus on driving awareness for the various LEGOLAND experiences to the Singapore audience.

"Teaming up with Mad Hat Asia Singapore presents limitless possibilities. Together, we foresee a year brimming with adventure and cherished memories, as we introduce our incredible experiences to the Singaporean community," said Thila Munusamy, director of sales and marketing, LEGOLAND Malaysia Resort.

Prior to Mad Hat Asia Singapore's appointment, LEGOLAND Malaysia Resort collaborated with the Ministry of Tourism, Arts and Culture (MOTAC) to promote Malaysia as a premier family tourism destination and attract Singaporeans and other international visitors to support MOTAC’s tourism targets. The collaboration included joint marketing efforts, participation in travel trade shows and the development of culturally themed events.

Culturally themed events included vibrant celebrations of cultural festive seasons such as Lunar New Year and Hari Raya. The celebrations may come in the form of authentically crafted LEGO bricks that cater to specific cultural interests too.

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