LEGOLAND® Florida Resort Introduces ‘Kid CEO’ Behind the Success of ‘Five-Gazillion Star’ Hotel Print

WINTER HAVEN, Fla., (May 31, 2016) — LEGOLAND® Florida Resort has introduced 7¾-year-old Tommy Parker as “Kid CEO” of its family-friendly hotel. Tommy has branded the property “The Five-Gazillion Star Hotel” and expanded his team to include Captain Brickbeard, The Good Knight and The World’s Greatest Adventurer.

“How’d I get so lucky?” Tommy pondered. “Hard work and juice boxes – that’s how.”

LEGOLAND Hotel recently celebrated its first birthday. In the first year, Tommy was busy making sure the hotel was running smoothly. Now he’s ready to share a behind-the-scenes glimpse into the inner workings of his pride and joy.

In a TV spot that launched Memorial Day Weekend, Tommy tours viewers through the 152-room hotel, highlighting some of its awesome amenities, including a pirate-themed room, a disco elevator, a lobby pit filled with LEGO® bricks, and Bricks Family Restaurant, while dispensing nuggets of kid wisdom.

“Mac and cheese is for closers,” he says.

The TV spot is being supported by a social campaign showing additional amenities such as the hotel’s adventure and kingdom-themed rooms, and includes an opportunity for kids to win actual items from Tommy’s TV shoot. Take the tour with LEGOLAND Hotel Kid CEO Tommy Parker here:

The Five-Gazillion Star Hotel campaign was produced by VML New York, which has helped launch a number of creative initiatives to promote LEGOLAND Florida Resort, including:

The LEGOLAND Times: Five-star hotels for grown-ups deliver a morning newspaper to guests’ rooms. LEGOLAND Hotel does the same, in keeping with its Five-Gazillion Star image. The exclusive LEGOLAND Times features articles and interviews created specifically for kids and has been distributed within the hotel and beyond.

LEGOLAND Dollars: Nothing puts a place on the map like having its own currency. LEGOLAND Florida Resort was the first vacation destination to have a currency listed on dozens of Travelex exchange boards. The kid-friendly bills had a one-to-one exchange rate with U.S. dollars and can be spent at the resort’s stores and restaurants.

Running Man Challenge: Tommy likes to keep his brand current, so he recently posted a wildly popular video showing the resort’s characters doing their version of the social phenomenon the #RunningManChallenge. Over the course of a weekend, the video garnered more than 375,000 Facebook views, 8,800 likes and over 5,000 shares.


About VML

VML is a contemporary marketing agency that moves brands forward by inspiring a human connection. VML’s clients include Bridgestone, Colgate-Palmolive, Dell, Gatorade, the Kellogg Company, Kimberly-Clark, Microsoft, Motorola, NAPA AUTO PARTS, PepsiCo, Sprint, Tennessee Tourism, Tropicana, U.S. Soccer, Virgin Active, Wendy’s and Xerox.

Founded in 1992 and headquartered in Kansas City, Mo., VML joined the world’s largest communications services group, WPP, in 2001. VML has more than 2,400 employees with principal offices in 28 locations across six continents.

About LEGOLAND Florida Resort

#BuiltForKids 2-12 years old, this multi-day vacation destination includes an interactive, 150-acre theme park with more than 50 rides, shows and attractions, a world-famous botanical garden and the 5-acre LEGOLAND Water Park. New for 2016 is “The LEGO Movie 4D A New Adventure,” a dazzling theatrical attraction that reunites the heroes of the blockbuster film in an original story appearing exclusively at LEGOLAND theme parks and LEGOLAND Discovery Centers. LEGOLAND Hotel, located just steps from the theme park entrance, features 152 rooms and suites, each with its own LEGO theme and some with beautiful views of nearby Lake Eloise.  LEGOLAND Florida Resort is located in Winter Haven, Fla., just 45 minutes from Orlando and Tampa. For information, tickets and hotel reservations, visit

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