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
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
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
We shall:
•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
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
Our
cornerstones
Settings
Meetings
Theatre
Play
The kind of play that you will find in the books–
let your imagination run wild!
The illusion is maintained everywhere!
The entire park is one big ”stage”
 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.
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
Result of tourism 2004 - 2008
500
120
100
400
80
300
60
200
40
100
20
0
0
2008
2007
2006
2005
2008
2004
2007
2006
2005
2004
Turnover Vimmerby municipality
Turnover Astrid Lindgrens World
140
120
500
450
400
350
300
250
200
150
100
50
0
100
80
60
40
20
0
Shopping
2008
2007
2006
Astrid Lindgrens World
2005
2004
Vimmerby municipality
2008
Rest.
2007
2006
Accom.
2005
Transport
2004
Barnsemester.se
70 000 families voted
and
Childrens touristguide
50 000 families voted
and
Astrid Lindgrens World
Astrid Lindgrens World
was elected Best Theme Park in Scandinavia 2009
was elected best Tourist attraction
in Scandinavia
2009 second place ;Legoland,Denmark,
third place; Liseberg Sweden
one of the world´s most translated authors after
William Shakespeare
Thank you!
www.alv.se