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