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 Lindgren1907-2002

Where it all started

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

and how it all started

“Once upon a time there was a small, small fairy tale village…”

...that over the years became...

Park area: 13 hectares

Employees:25 permanent and 330 seasonal employees

Open: Middle of May to end of

August and weekends in

September

Daily Program:

6 shows

played from 2 stages

and over 50 different

scenes played from

8 different stories

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

10 shops

4 restaurants

15 food outlets

2 200 parking spots

our own train station right outside the parks main entrance

Our own holiday village and camping site next to the park for approx. 1000

guests

Six partner hotels in the direct area

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

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

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:

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

Our corner-stones

Settings

Theatre

Meetings

Play

The kind of play that you will find in the books–

let your imagination run wild!

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”

Before - Classic marketing

Now; Storytelling about ” Astrid Lindgrens World”

Vimmerby, a small town with only 7.000 inhabitant

And over 400,000 visitors per year

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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

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

Thank you!www.alv.se