SAGNLANDET LEJRE Land of Legends Lejre Henrik Schilling Head of Communication David Carsten Pedersen...
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Transcript of SAGNLANDET LEJRE Land of Legends Lejre Henrik Schilling Head of Communication David Carsten Pedersen...
SAGNLANDET LEJRE
Land of Legends LejreHenrik Schilling Head of CommunicationDavid Carsten Pedersen Marketing consultant
LAND OF LEGENDS
Stone Age
19th. Century
Iron Age Vikings
Activity Center
Sacrificial Bog
Science center
Shop, visitor center & Conference
Historic Animals
Historic animals
Edutainment centre
15.000 years of living history
Founded 1964•Archaeological research center•Historic open air museum•Education center and school camp • 4- STAR Attraction•Conference center
100 acres of wild nature
Staff25 all year and 60 sæsonal employees
Her Majesty the Queenis our protector
CORPORATE VALUES
“It is the mission of The Land of Legends to
create, relate and present knowledge about the past trough experimental archeological research, recreation and education based on active participation”
THE KNIFE AND AXE
• The devil is in the detail
• From the Stone Age to modern times
• Cross sections trough history
• Evolution of tecnology and culture
• Creating a link to the past
NATIONAL ECONOMY 2010
State; 5,709,952
Local community; 245,660
Job support; 1,906,091
Other; 46,957
Total Budget 14.555.000 kr.2010 Public support: 7.909.000 kr.
StateLocal communityJob supportOther
MORE NATIONAL ECONOMY 2010
Schools; 1,085,569
Shop; 997,227
Business customers; 802,545Café; 582,551
Rental; 173,396Support; 81,187
Tickets; 2,770,141
Animals; 49,633 Other; 102,048
Turn over 6.645.000 kr.
SchoolsShopBusiness customersCaféRentalSupportTicketsAnimalsOther
We don´t pay any taxes
WHAT IS THE PRODUCT?
• Form experience economy to transformation economy
• More than just a memorable experience• Interaction + education = transformation• Changing the way the customer percieves the
world = changing the reality of the individual• The customer becomes the product
EXAMPEL: HORNS ON THE HELMET???• Did the vikings have horns
on their helmets?• Impractical, heavy and
you look studpid.• Changing the mental
picture of vikings from horned psychos to proffesional soldiers and skilled merchants
• By creating new perspectives on the past, we hope to create new possibilities for the future
• Stone ship setting
ATHRA – A STONEAGE SITE
Hunters settlement 5500 BC
LETHRA -AN IRON AGE VILLAGE
200 BC. – 200 AD.
THE SACRIFICIAL BOG
Iron Age around the birth of Christ
RAVENS HILL – VIKING AGE
920 AD
19TH-CENTURY FARMS
EXPERIMANTAL ARCHAEOLOGY
Brewing Bronze Age beer 1000 BC
HISTORICAL WORKSHOPS
Potters workshopTextile workshopDyers workshopBlack Smith
FIRE VALLEY – PLAY THE PAST
Rest area and activities for kids•Make fire like the vikings•Grind flour and bake bisquits•Use an Iron Age Axe•Sail a dug out canoe
SHOP – SELLING THE PAST
Selling our own products
BECOME PART OF HISTORY
Iron Age famliy for a week
I TRY AND I UNDERSTAND
Living history
HANDS ON EXPERIENCE
Build a Viking Monument
CAN YOU EDUCATE GROWNUPS?
• Growing market for Business events• Bachelor parties and drunken construction
workers• Not just an event• Learning skills and thinking outside the
comfort zone• Conclusion: Business leaders and bachelors
want to learn
CHALLENGES AND UTOPIAN VISIONSChallenges• From first mover to industry bench mark• From revolutionary platform to established institution• From being a part of the educational process to
compenting for reduced public funding• From volunteer based network to professional
organisation• Changing the name, changing the game• From experimental research station to educational
experience center• Changing weather patterns means more rain
Utopian vision• Break the 100.000 visitors mark• Active sponsor participation• Grow 10 million d.kr from 15.000.000 - 25.000.000 in 10
years.• Establish a strong global identity as “The best historical
educational experience center”
COMPETITION AND CORPORATE RELATIONS• Our biggest threat is a lack of
historical interest• Creating awareness - the more the
merrier• Strong ties to “competitors” –
win/win solutions• New business trough co-creation –
focus on high quality products.– Herslev Brewery– Live role play
VISITORS PER YEAR
Danes 80 %Foreign tourists 20 %
2011 Top 5GermanyFranceHollandSpainSweden
15.000 school children
2500 Business customers
1987 record breaking year 95.000 visitors
2006 2007 2008 2009 201050,000
51,000
52,000
53,000
54,000
55,000
56,000
57,000
58,000
54,843
52,544
54,105
57,139
53,912
Visitors
35.000 visitors are families or grand parents with grand children
WHAT MADE YOU VISIT LEJRE
Been here before
Recommended by fr
iends or f
amily
Internet
Recommended by th
e child
ren
The weather
Press
Land of L
egends Bro
chure
Tourist in
formation
Advertism
ents
Guide books0
50100150200250300350400450500 448
228
119 10371 56 53 53
13 12
WILL YOU VISIT US AGAIN
No Perhaps Yes0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%0
.8%
0.4
%
98
.8%
1.0
% 8.0
%
91
.0%
1.0
0%
5.5
0%
93
.40
%
2008 2009 2010
95 % will recommend a visit to a friend
MARKETING
Legendernes verden
Budget for marketing 50.000 d.kr.
PR – POOR MANS MARKETING
Land of Legend in the press
Så for sommer 2009
PR –strategy: The Land of Legends as the leding and most authentic Danish history centre and lobby for more public grants
2007 2008 2009 2010 20110
100
200
300
400
500
600
97
264
383
469500