The Land Of Legends
Project Overview
The Land of Legends was Opened in 2016 by Rixos World Parks & Entertainment. Rixos Hotels, established in 2000, is one of the world’s fastest-growing luxury hotel and Entertainment chains. The Land of Legends, located in Antalya, Turkey, is an entertainment destination that merges the thrill of an amusement park with the luxury of a world-class resort. This complex features a dynamic blend of attractions, including a thrilling theme park, a water park, a high-end shopping mall, and the Kingdom Hotel. The Land of Legends has become Turkey’s largest theme park and earned Awards such as “Europe’s Best Theme Park” at the World Travel Awards in 2019 and “Europe’s Leading Theme Park Hotel” in 2021. Visitors can immerse themselves in the Intense experience adventures and the splashing excitement of Aqua Land and enjoy vibrant shows that cater to families and thrill-seekers alike. This destination promises an unforgettable experience, seamlessly combining excitement, luxury, and world-class entertainment.
The Client's Journey
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 partnered with Dream Farm on a brand mascot development process to create original 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.
What We Did
Research
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.
Brand DNA Development
Aim to Develop a Story Universe For The Land of Legends, We Need Reliable Groundwork. Therefore, our Branding Strategy Team Developed an all-around and integrated Brand DNA For The Land of Legends.
The Land of Legends brand was created based on the mentality and original attitudes of the people who were determined to make a decent position in their audience’s minds. The brand creates a lasting pleasurable experience in the hearts of its audience by creating specific services well-aligned with the underlying intents of consumers’ demands.
Another supreme mission of the brand’s DNA is to integrate the brand’s communication based on the customer’s desires.
Story Universe Development
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 his 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.
Characters Design
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.
The outcome of Phase 3 was a family of mascots that not only represented the brand values of The Land of Legends but also had the flexibility to be used across various mediums and interactions, creating a cohesive and immersive experience for all guests.
Bring Them to the Real World!
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.
Long-Term Innovations & Creative Solutions
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.
