ATTRACTIONS & EXPERIENCES 23
An ambitious AV marketing campaign (left) marked the exciting launch of the Galacticoaster at LEGOLAND Florida (above)
O n a cold February evening in London, the iconic, circular staple of the city’s skyline glows as expected. The London Eye’s capsules incrementally make their orbit above the Thames river. On this particular night, however, something unusual happens. The image of a spacecraft begins to assemble itself mid-skyline, hovering impossibly in front of the circular structure, its visual crisp yet faintly ghostlike. Meanwhile, thousands of miles away, the exact same apparition is formulating beside its transatlantic counterpart: the Orlando Eye. What’s taking place is a zesty blend of experience technology and marketing expertise. Not only are we seeing the use of augmented reality, we are watching it synchronise across continents. Key to this spectacle was a strategic collaboration between Merlin Entertainments and Pixel Artworks, a partnership that has turned a rollercoaster launch into something far more expansive. INTERGALACTIC INTENTIONS The occasion is the exciting launch of Galacticoaster at the LEGOLAND Florida Resort. It’s a space-themed indoor family ride and is positioned as a milestone investment for Merlin. But rather than rely on traditional marketing, the team opted for something more experiential. With ten days to go before opening, the brief for the Pixel Artworks team involved a transatlantic countdown: a synchronised projection event that
When a spacecraft recently materialised above the London Eye, it wasn’t sci-fi. It was a transatlantic marketing spectacle Words Verity Butler
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