Merlin Entertainments has unveiled a high-tech campaign spanning the Atlantic Ocean to pre-promote its latest LEGOLAND rollercoaster investments.
The activation links two iconic observation wheels to herald the arrival of a significant investment in the Florida theme park market, utilising advanced visual technology to bridge the gap between the UK and the US.
The London Eye and The Orlando Eye recently served as the canvas for a new marketing initiative by the global attractions operator. This campaign utilised holographic-style projection technology to create a ‘synchronised transatlantic transmission’. The visuals depicted a call to action for children to build a LEGO spacecraft and save the LEGO Galaxy, serving as a direct teaser for the upcoming opening of the Galacticoaster.
Building excitement
Central to the execution was the use of Hologauze, a patented projection material developed by Holotronica. This technology allows projected imagery to appear high-definition on camera while remaining nearly transparent to the naked eye. The result is a holographic effect that does not obstruct the architectural structure behind it. The creative implementation was managed by Pixel Artworks, a London-based immersive experience studio. The studio previously utilized similar technology for the New Year’s Eve fireworks display on the London Eye.
Daniel Norgrove, Director of Marketing for Merlin Entertainments, commented on the strategy: “By bringing this technology to the U.S., we’re exploring new ways to tell bigger, bolder stories across Merlin’s attractions, while building excitement for major moments like the launch of Galacticoaster at LEGOLAND Florida.”
Dual-destination investment
The campaign supports the debut of the Galacticoaster, a new indoor space-themed family roller coaster. The attraction is scheduled to open on February 27 at LEGOLAND Florida Resort, followed by a launch at LEGOLAND California Resort on March 6. This project represents the largest single in-park investment by Merlin Entertainments across these two destinations, totalling more than $90 million. This financial commitment highlights the operator’s focus on immersive, technology-driven experiences within the family entertainment sector.
The attraction is situated within LEGO Galaxy, the newest land at the Florida resort. The area features interactive touchscreens and RFID technology, allowing guests to design custom spacecraft before boarding. The ride offers more than 625 possible ride combinations and includes appearances from classic LEGO Space characters.
This activation also highlights the strategic integration of The Orlando Eye into the Merlin portfolio. Formerly The Wheel at Icon Park, the 400-foot observation wheel was acquired by Merlin Entertainments in March 2024. It now joins other Central Florida assets, including SEA LIFE Orlando Aquarium and Madame Tussauds Orlando. To capitalise on this portfolio, Merlin has introduced a new Florida Ticket Offer priced at $114.00, granting access to seven attractions including the water parks and the Peppa Pig Theme Park Florida over a fourteen-day window.
Across the pond, LEGOLAND Windsor will be celebrating 30 years of fun in 2026 with new events and activations.
