Legoland  – Building The Perfect Overlay Campaign

LEGOLAND parks are now a part of Merlin Entertainments Group. Merlin Entertainments Group ranks as Europe’s number one visitor attractions operator and second in the world after Disney.

The Strategy

Smarter Click and MediaCom recognise the importance that imagery and CTAs can have upon an overlay campaign. In an effort to find the perfect combination of the two, we ran an extensive test to find the ‘sweet spot’ for each element.

We received two different sets of imagery. The first image was computer generated promoting ‘Year of the brick’. The second was a generic photograph of a child on one of the parks’ attractions. The CTAs used were Find Dates, Book Now and Save Now. Figures in this presentation account for 1st Jan 2018 – 14th May 2018.

We trialled 3 different CTAs on each set of imagery.

The CTAs included FIND DATES, BOOK NOW and SAVE NOW forming 6 campaigns.

The Results:



Show rate



The campaigns as a whole made +£84k revenue and +690 sales. The show rate was at 16% with engagement rates at +4.6%. Sales and revenue were higher with the ”Child in car’ vs ‘year of the brick’ at +23% and 24% respectively.

What is the ‘perfect overlay’ to run?

Taking all results into consideration, it would suggest that the ’Find Dates’ CTA along side the “Child in car’ imagery would be the best campaign to run moving forward.


Get in touch to book your demo now