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

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

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

10 shops 4 restaurants 15 food outlets 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 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 families School 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 inhabitant And over 400,000 visitors per year

Result of tourism

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

FOKUS PÅ; Barns möjlighet till lek Gästers möjlighet att se Ensemblens möjlighet till att spela teater Mat och dryck under tak FAKTA 4 gånger större yta Villan i skala 1:1 med ny möjlighet till inomhus- och utomhuslek Naturlig publikplats för 1500 gäster Sjö som är 30 * 70 m Hoppetossa på drygt 10 m Hamnmiljö åt Hoppetossa med ny restaurang med sittplatser under tak intill sjön samt ett nytt café och glasskoncept New area for Villekullacottage and Pippi 2009

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

Thank you!