1. SAGNLANDET LEJRE Land of Legends Lejre Henrik Schilling Head of Communication David Carsten Pedersen Marketing consultant

2. 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 Staff 25 all year and 60 sæsonal employees Her Majesty the Queen is our protector

3. 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

4. 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

5. NATIONAL ECONOMY 2010

6. MORE NATIONAL ECONOMY 2010

7. 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

8. 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

9. ATHRA – A STONEAGE SITE Hunters settlement 5500 BC

10. LETHRA -AN IRON AGE VILLAGE 200 BC. – 200 AD.

11. THE SACRIFICIAL BOG Iron Age around the birth of Christ

12. RAVENS HILL – VIKING AGE 920 AD

13. 19TH-CENTURY FARMS

14. EXPERIMANTAL ARCHAEOLOGY Brewing Bronze Age beer 1000 BC

15. HISTORICAL WORKSHOPS Potters workshop Textile workshop Dyers workshop Black Smith

16. 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

17. SHOP – SELLING THE PAST Selling our own products

18. BECOME PART OF HISTORY Iron Age famliy for a week

19. I TRY AND I UNDERSTAND Living history

20. HANDS ON EXPERIENCE Build a Viking Monument

21. 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

22. CHALLENGES AND UTOPIAN VISIONS Challenges 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

23. 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

24. VISITORS PER YEAR Danes 80 % Foreign tourists 20 % 2011 Top 5 Germany France Holland Spain Sweden 15.000 school children 2500 Business customers 1987 record breaking year 95.000 visitors 35.000 visitors are families or grand parents with grand children

25. THE VISITORS EXPERIENCE

26. WHAT MADE YOU VISIT LEJRE

27. WILL YOU VISIT US AGAIN

28. MARKETING Legendernes verden Budget for marketing 50.000 d.kr.

29. 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