Mikael Ahlerup General Manager/CEO of Astrid Lindgren’s World.
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Transcript of Mikael Ahlerup General Manager/CEO of Astrid Lindgren’s World.
![Page 1: Mikael Ahlerup General Manager/CEO of Astrid Lindgren’s World.](https://reader035.fdocuments.net/reader035/viewer/2022062321/56649e735503460f94b73362/html5/thumbnails/1.jpg)
Mikael Ahlerup
General Manager/CEO of Astrid Lindgren’s World
![Page 2: Mikael Ahlerup General Manager/CEO of Astrid Lindgren’s World.](https://reader035.fdocuments.net/reader035/viewer/2022062321/56649e735503460f94b73362/html5/thumbnails/2.jpg)
Theme Park in the south of Sweden based on the stories from Astrid Lindgren
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Astrid Lindgren1907-2002
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Where it all started
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Where it all started
Filming location for the movie; Emil in
Katthult
Filming location for the movie; Emil in
Katthult
Näs, Astrid Lindgren’s childhood
home
VimmerbyThe tiny, tiny town often referred to in Astrid Lindgren’s
books
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and how it all started
“Once upon a time there was a small, small fairy tale village…”
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...that over the years became...
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Park area: 13 hectares
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Employees:25 permanent and 330 seasonal employees
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Open: Middle of May to end of
August and weekends in
September
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Daily Program:
6 shows
played from 2 stages
and over 50 different
scenes played from
8 different stories
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Visitors: 423 000 visitors 2008 (32% of them where foreign citizens)
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10 shops
4 restaurants
15 food outlets
2 200 parking spots
our own train station right outside the parks main entrance
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Our own holiday village and camping site next to the park for approx. 1000
guests
Six partner hotels in the direct area
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In the built up storybook settings inside our park we perform extracts from Astrid´s best-loved books every day. More than 60 of her most popular children´s characters transform Astrid Lindgren´s
World into a magical land of make-believe and entertainment
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Our Advisory Board 6 People who was close to Astrid Lindgren Advisory to GM and the Board of Directors concerning things like program, marketing, new projects and new products Our garanti in the case of us doing the right thing now and in the future in relation to the spirit and intention of Astrids Lindgrens authorship
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Business statement
With the intention of Astrid Lindgrens authorship as our guideline, make her
stories and the environments in them come alive for all her readers
By doing that as true as we can we will give Astrid Lindgrens World
a unique and genuine profil
•Preserve and protect the intention in her authorship•Maintain the interest for her stories and all the characters•Stimulate our visitors to increase there reading, both adults and children
We shall:
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Our target groups :
Children 2 – 9 years living in Sweden and there families
Childrens 2 – 9 years living in DK, D, NO, SF, NL, and there
familiesSchool classes elemantary school
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Our corner-stones
Settings
Theatre
Meetings
Play
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The kind of play that you will find in the books–
let your imagination run wild!
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Focus on every staff member being a key element of the experience “…there are no small roles...” All the stores, restaurants are adapted for the purpose of the park Food choices Souvenirs are only marketed as part of the experience; and many are exclusive for the park Minimal representation of other brands Marketing, advertising, etc.
The illusion is maintained everywhere!
The entire park is one big ”stage”
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Before - Classic marketing
Now; Storytelling about ” Astrid Lindgrens World”
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Vimmerby, a small town with only 7.000 inhabitant
And over 400,000 visitors per year
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Astrid Lindgrens World Vimmerby municipality
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Shopping Rest. Accom. Transport
2008 2007 2006 2005 2004
Result of tourism 2004 - 2008
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Turnover Astrid Lindgrens World
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2008 2007 2006 2005 2004
Turnover Vimmerby municipality
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Barnsemester.se70 000 families voted
and
Astrid Lindgrens Worldwas elected Best Theme Park in Scandinavia 2009
Childrens touristguide50 000 families voted
and
Astrid Lindgrens Worldwas elected best Tourist attraction
in Scandinavia2009 second place ;Legoland,Denmark,
third place; Liseberg Sweden
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one of the world´s most translated authors after William Shakespeare
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Thank you!www.alv.se