LEGOLAND Malaysia's MINILAND, a miniature world of Asian landmarks, began to lose its luster. To recapture visitor interest, Archetype collaborated with LEGOLAND Malaysia to create the MINILAND Amazing Malaysia campaign. This new section of the park would celebrate the rich tapestry of Malaysia, showcasing iconic landmarks and cultural aspects from all 14 states.

Archetype proposed a phased approach to generate excitement and extend media coverage. The campaign began with a teaser—a new roof for a more comfortable MINILAND experience, hinting at bigger plans. A groundbreaking ceremony with the CEO of Merlin Entertainments followed, revealing glimpses of the project. Finally, in September, coinciding with Malaysia Day, the full MINILAND Amazing Malaysia was unveiled, sparking a wave of media attention and social media buzz.

The campaign proved immensely successful. Positive media coverage valued at over MYR 1 million spread the word. Social media engagement soared, attracting new followers and boosting park awareness. Most importantly, visitor numbers significantly increased, with a particularly strong showing from local residents. MINILAND Amazing Malaysia not only revitalized the attraction but also ignited national pride, showcasing the power of local focus and storytelling.