LEGOLAND New York Opening

To build buzz for the grand opening of LEGOLAND New York Resort, my team brought the park’s magic to the middle of Manhattan with a PR-worthy activation in Union Square, just a few hours from the resort.

In partnership with LEGO and Golin, we concepted and produced an immersive, family-friendly pop-up featuring a custom brick-built dragon taxi, created by LEGO Master Builders. Paired with a scaled-down version of the park’s entrance arch, character appearances, and brand ambassadors, the moment turned heads and filled feeds, creating the perfect invitation for NYC families to start planning their trip.

In addition, we launched a citywide spotter program with a LEGO Dragon Coaster–inspired limo wrap cruising the streets, part illusion, part hype engine. Inside, the limo was tricked out with LEGOLAND swag, creating a playful ride experience for our sweepstakes winners.

The call to action was simple: spot the limo, snap a pic, and share using #TakeMeToLEGOLANDNYC #Sweepstakes for a chance to win a surprise trip to LEGOLAND New York the very next day.

I oversaw everything from activation vision to production details, ensuring the campaign delivered high-impact visibility, press-friendly visuals, and playful touchpoints that connected the brand to New Yorkers in a fresh, unforgettable way.