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Mikael Ahlerup

Mikael Ahlerup. General Manager/CEO of Astrid Lindgren’s World. Theme Park in the south of Sweden based on the stories from Astrid Lindgren. Astrid Lindgren 1907-2002. Where it all started. Where it all started. Filming location for the movie; Emil in Katthult.

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Mikael Ahlerup

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  1. Mikael Ahlerup General Manager/CEO of Astrid Lindgren’s World

  2. Theme Park in the south of Sweden based on the stories from Astrid Lindgren

  3. Astrid Lindgren1907-2002

  4. Where it all started

  5. Where it all started Filming location for the movie; Emil in Katthult Näs, Astrid Lindgren’s childhood home Vimmerby The tiny, tiny town often referred to in Astrid Lindgren’s books Filming location for the movie; Emil in Katthult

  6. and how it all started “Once upon a time there was a small, small fairy tale village…”

  7. ...that over the years became...

  8. Park area: 13 hectares

  9. Employees:25 permanent and 330 seasonal employees

  10. Open: Middle of May to end of August and weekends in September

  11. Daily Program:6 shows played from 2 stages and over 50 different scenes played from 8 different stories

  12. Visitors: 423 000 visitors 2008 (32% of them where foreign citizens)

  13. 10 shops 4 restaurants15 food outlets 2 200 parking spotsour own train station right outside the parks main entrance

  14. Our own holiday village and camping site next to the park for approx. 1000 guests Six partner hotels in the direct area

  15. 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

  16. 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

  17. 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 Weshall: • Preserve and protect the intention in herauthorship • Maintain the interest for herstories and all the characters • Stimulateourvisitors to increasetherereading, bothadults and children

  18. 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 families School classes elemantary school

  19. Our corner-stones Meetings Settings Play Theatre

  20. The kind of play that you will find in the books– let your imagination run wild!

  21. The entire park is one big ”stage” The illusion is maintained everywhere! 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.

  22. Before - Classic marketing Now; Storytelling about ” Astrid Lindgrens World”

  23. Vimmerby, a small town with only 7.000 inhabitant And over 400,000 visitors per year

  24. Result of tourism 2004 - 2008

  25. Barnsemester.se 70 000 families voted and Astrid Lindgrens World was elected Best Theme Park in Scandinavia 2009 Childrens touristguide 50 000 families voted and Astrid Lindgrens World was elected best Tourist attraction in Scandinavia 2009 second place ;Legoland,Denmark, third place; Liseberg Sweden

  26. one of the world´s most translated authors after William Shakespeare

  27. Thank you! www.alv.se

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