The Land Of Legends

The Land of Legends marketing strategy focused on attracting European and North American travelers. According to Rixos “all inclusive, all exclusive” Tagline, they want to become a World-Class Destination. As part of this strategy, The Land of Legends wanted its own characters with exclusive intellectual property. The Land of Legends wants guests to embrace its mascot, relate to it, and remember the brand wherever they see it. In the next phase, they aimed to have a comprehensive plan for using these characters in their branding and marketing. The story of these characters needed to be robust enough to serve as a backbone for all services and marketing plans, connect with all audiences and be usable across both digital and non-digital mediums. The final goal was to create integration and blend their story with the real world.

We Developed our Solutions in 6 Phases:

We gathered extensive information about The Land of Legends in the first phase to understand them better. Then, we examined their competitors; we selected over 70 amusement parks, theme parks, and hotels in the same category to conduct thorough research on them.

Why did we need to conduct this research?

• To understand the Brand Equity
• Understand position of The Land of Legends
• Estimate operational capabilities.
• Crafting a Unique Brand Narrative.
• To develop Brand Differentiators.
• Understanding the Audience.

As a result of this research, we identified the strengths and weaknesses of the competitors. We gained a good understanding of the audience’s needs, interests, concerns, and values.

t this stage of the total solution process, we provided a brief for the design and personality of two characters, with the following highlights:

• The philosophy of the product is cleanness and oral hygiene. This should be taken into account while making the characters.
• A boy and girl duo would make a deeper connection with all audiences.
• Using the characters’ hair to depict the appealing looks and colors of the toothpaste would be interesting and creative.
• The characters have to be fun, playful and dressed in bright clothes (while matching the products’ colors) to grab children’s attention.
• Their design should appeal to kids, but at the same time, it shouldn’t be alien to other age groups.
• They are good and fun examples for children that encourage them to brush their teeth.

Making lion characters that seemed distinctive, loveable, and relatable, which were liked by different age groups while not contradicting the brand’s identity, was a big challenge for us. On top of that, the to-be mascots would have to be wearable, too.

In this universe, the protagonist is Landlord, the lion dad who has gifted her only daughter, Tosca, with the Land of Legends on her wedding day to cherish and protect.

This “land” has a portal that serves as a magical gate behind which the world’s most fantastic and amazing legends are kept.

Dream Farm Agency designed a family of lion mascots for The Land of Legends that embody the brand’s values of hospitality, prestige, warmth, leadership, and familial unity. The characters, including the regal and wise Landlord and his elegant daughter Tosca, were created to appeal to The Land of Legends’s diverse audience, ensuring they were friendly and approachable.
The design process transitioned from detailed sketches to 3D models, with careful attention to expressions, behavior, textures, colors, and animations. Each character was personalized with distinct traits and backstories, ensuring their versatility for use in live performances, digital platforms, and merchandising.

They need to live in the real world! The key to achieving this is through effective storytelling.
By using Transmedia Storytelling, The Land of Legends can create more dynamic and flexible content. This approach allows for diverse platforms and languages, building rich, interconnected narrative universes.
Our team developed a comprehensive strategy. We designed a three-step mascot launch campaign, which includes Teasing, Opening, and Post-Launch Phases.
Additionally, we proposed a variety of digital and physical actions as part of a short-term plan. These initiatives aim to enhance brand character awareness and foster familiarity with targeted segments.

Our long-term strategy for The Land of Legends focuses on maintaining dynamic engagement and enhancing brand Storytelling through innovative and creative solutions.
We plan to develop new immersive attractions using augmented reality (AR) and virtual reality (VR), which will deepen guests’ connections with the Lions family.
An AI-powered virtual tour guide app will provide personalized tours and real-time information, making the visit more engaging.
Interactive game stations will ensure continuous entertainment and connection to the Brand Story as a leading and evolving entertainment destination.
Expanding into the metaverse was another solution that allowed global users to interact with virtual spaces featuring The Land of Legends’s mascots.
Additionally, we aim to broaden the range of physical merchandise, including toys, apparel, and exclusive items, to strengthen brand visibility and loyalty.