The document provides an evaluation and summary of Generali Gyerek Sziget 2016, the biggest family festival in Hungary. It discusses key aspects of the event including an introduction of the festival, research data on 138,000 visitors, details on communication strategies, and partnerships. It also outlines plans for Generali Gyerek Sziget 2017 to further increase programs and services and improve online and transportation communication to encourage more visitors. Finally, it introduces the Sziget Cultural Management Ltd. which organizes several major festivals in Hungary and Europe each year.
2. • The introduction of Generali Gyerek
Sziget
• Research Data
• Communication
• Our Partners
• Summary of Generali Gyerek Sziget 2016
• The future of Gyerek Sziget
• The introduction of Sziget Cultural
Management Ltd.
Content
3. Introduction of the Event
A Generali Gyerek Sziget is the biggest family festival in Hungary.
Gyerek Sziget was founded in 2002 for giving a great time and proposing
variaties of activities for families of Budapest and also other cities.
The development of the event is changing continuously in a right way. The
attendance of the festival has grown a lot, so does its venue and its budget.
Forty venues, hundreds of free programs: concert, theatre, artisanship and
sport programs, puppet show, petting zoo, fun park and a lot more
Gyerek Sziget is completely unique in the country.
We had 138 thousand visitors in the year of 2016.
5. 6%
38%
39%
4%
12%
Having financial difficulties
Monthly income is for living,
but not for saving
Living without difficulties, able
to save some money, or afford
a bit of luxury sometimes
I can afford a lot more than the
majority of people
Do not want to answer
65%35%
Budapest
Other city
Education
Middle school or less 2%
Labour school 8%
High school 34%
Currently at University 4%
BA/MA 52%
Financial status
Residence
Bázis: teljes minta, 2015: N=515, 2016: N=411
In 2016 the number of those increased who do not live in Budapest and has BA/MA
education.
6. The status of the visitors has significally increased along with the
level of education since last year.
Bázis: teljes minta, 2015: N=515, 2016: N=411
83%
74%
73%
58%
52%
27%
We have our own appartement
We have our own car
We are planning a travel this year in
Hungary
I have saved money for my children
My children are going to activites out
of school
We are planning to go abroad with the
family in this year
Lifestyle
- Significant difference between 2016 and 2016
7. 78% 22%
yes no
85%
13%
2%
72%
16% 12%
2 weekends 3 weekends 4 weekends
How much weekends do you
come?
One out of three visitors come for more weekends to the Gyerek Sziget
95%
59%
99%
47%
15%
3% 2%
15%
2% 9% 2%
90%
53%
99%
44%
9% 2% 1%
14%
3% 5% 2%
mother father one child
under 18
two children
under 18
three children
under 18
four children
under 18
one child
above 18
one
grandparent
two
grandparents
another
relative
two other
relatives
Who did you come with? 2015 2016
Bázis: teljes minta, 2015: N=219, 2016: N=154
Basis: who come for more
weekends (2015: N=48, 2016:
N=57)
Do you come only for a weekend?
67% 33%
yes no
2016
There is an average of 4.1 people who come together, and in 86%
they are a family.
2015
8. As a non-Budapest habitant, did you
come just for the festival?
60%
35%
3%
2%
0%
56%
38%
4%
1%
0%
by car
by public transport
on foot
by bike
by boat
How did you arrive to the festival?
2015
2016
Going to Gyerek Sziget is mostly the idea of the mother but also the
children have an influence in it. The families arrive by car in major
percentage.
83%
17%
yes
no
Basis: who ar not live in Budapest, 2015: N=41,
2016: N=51
56%
14%
32%
12%
2% 1%
58%
19%
34%
8%
3% 1%
Mother Father Children Other
relatives
Other not
relatives
Don't know
Whose idea was to come to the
festival?
Bázis: teljes minta, 2015: N=219, 2016: N=154
88%
12%
yes
no
2015 2016
9. This year, fewer people have mentioned that they had been informed about
the event from TV, radio or via the printing press.
52%
34%
28%
17%
13%
13%
11%
42%
34%
18%
5%
3%
8%
6%
Internet
Friends, family
Television
Newspaper/ magazine
Radio
street advertisement
Social media
Information about the festival
2015
2016
61% visited the site of
Generali Gyerek Sziget
27% visited the Facebook site of
Generali Gyerek Sziget
35%
51%
55%
13%
5%
44%
16%
40%
8%
13%
website on-site program
guide
facebook
page
other
Getting information about the
programs
4%
16%80%
Did you hear about our newsletter?
Yes, and
subscribed
yes, but not
subscribed
didnt hear about it
Bázis: teljes minta, 2015: N=219, 2016: N=219
21% would subscribe for
it
10. Bázis: teljes minta, 2015: N=219, 2016: N=154
The satisfaction with the event is really high.
2016
0 2 1 0 0 0 0
13
0
7 4 0 1 1 2
9
25
20
14
6 6 7 7
38
7
33
23
26
21 21 19 22
23
29
62
48 55
72 71 73 68
17
62
4.6
4.1
4.3
4.7 4.6 4.6 4.6
3.2
4.5
1.0
2.0
3.0
4.0
5.0
0%
20%
40%
60%
80%
100% 5 - totally
satisfied
4
3
2
1 - not at all
Átlag (1-5)
98% 71% 81% 94% 92% 92% 90% 40% 91%
Satisfaction Restrooms at
the festival
Hygiene Standard of
the programs
Variety of the
programs
Reaching the
venue
Parking Prices Cleanless
Satisfaction measurement data:
11. 30%
14%
14%
8%
5%
3%
3%
2%
1%
Sponsors of the festival
Almost 80% of the visitors can name our main sponsor: Generali
In addition, many people still remember the Zewa brand, similar to last year.
84%
16%
Generali
Bázis: teljes minta, 2015: N=219, 2016: N=154
78%
22%
Main sponsor
2015
2016
13. Generali Gyerek Sziget- advertisement
In March 2016 we announced a drawing competition. We used the
artwork of the winner for the official advertisement of the festival.
http://rajzpalyazat.gyereksziget.hu/
14. Gyerek Sziget médiaterv
2016. június, Hajógyári Sziget
május június június
19 20 21 22 23 24 25
05/09-
05/15
05/16-
05/22
05/23-
05/29
05/30-
06/05
06/06-
06/12
06/13-
06/19
06/20-
06/26
TV Méret Mennyiség Listaár / db Listaár összesen
M2 30 24 3 300 000 Ft
TV Paprika 30 60
32 375 000 FtMinimax 30 90
Megamax 30 40
Rádió Méret Mennyiség
Petőfi 30 40 4 200 000 Ft
Sajtó Méret Mennyiség
Gyerek Sziget műsorfüzet 30 000
Metropol 1/4 4 596 525 Ft 2 386 100 Ft
Nők Lapja 1/2 2 2 300 000 Ft 4 600 000 Ft
Meglepetés 1/2 2 1 000 000 Ft 2 000 000 Ft
Story 1/2 1 1 990 000 Ft 1 990 000 Ft
Funzine 1/1 1 980 000 Ft 980 000 Ft
Éva 1/1 1 1 830 000 Ft 1 830 000 Ft
Marie Claire 1/1 1 1 860 000 Ft 1 860 000 Ft
Képmás Magazin 1/1 1 990 000 Ft 990 000 Ft
Közterület Méret Mennyiség
Citylight clp 120 130 000 Ft 15 600 000 Ft
Internet
gyereksziget.hu
Facebook kampány 200 000 Ft
Index.hu, Dívány, Poronty, Femina, Port.hu, Blog.hu banner 4 000 000 Ft
NoSalty.hu banner
banner,
rovatszponzoráció 5 250 000 Ft
Centrál Média női-életmód online mix banner 1 500 000 Ft 1 500 000 Ft
Mediaworks online mix banner 100 000 AV 2 000 000 Ft 2 000 000 Ft
Marquard online mix banner 100 000 AV 1 950 000 Ft 1 950 000 Ft
TOTAL: 87 011 100 Ft
Generali Gyerek Sziget 2016 – media plan
15. Online communication
In 2016 the offical website of the Gyerek Sziget was renewed
You can search the programs
based on age and interests
You can easily get useful
information
www.gyereksziget.hu attendance:
1st May-31th June 2016
Users: 48 590
Pageviews: 302 580
18. In 2016, we organized the 15th Gyerek Sziget with the support of Generali.
Our birthday drawing competition extended the advertising campaign period with 2
months. It also contributed to a significant increase in the number of the online
followers. The winning artwork became the Gyerek Sziget official advertisement.
In 2016 the official website of the Gyerek Sziget was renewed, you can browsethe
programs by subject. We also launched the newsletter of the Gyerek Sziget.
Our efforts were very successful. The visitors really liked the Generali Sport Park, the
historical playground and the movement academy. The new and the old venues were also
popular like: Generali Park, Zewa Kids Farm, Dechatlon Sport Park, Rossmann Park, Jana
Baba Playground, Gyerek Paradise too.
The satisfaction with the programs and the services is really high.
We had 138 thousand visitors during the four weekends.
Gyerek Sziget 2016
19. Generali Gyerek Sziget is 15 years old
The anthem of the Gyerek Sziget is renewed:
Szalóki Ági - Müller Péter Sziámi: Generali Gyerek Sziget 2016 dal
Gyerek Sziget’s birthday programs on-site:
Birthday celebration - 18th of June:
• Sweepstakes
• Drawing competition - awards ceremonies
• Concerts
• Procession
• Cake and other birthday party
20. Generali Gyerek Sziget 2017
• In 2017, we would like to increase the number of programs services. We
also want to make more exciting and new activities.
• We would like to collaborate with the BKK and with the Hungarian Bicycle
Club to encourage more visitors arrive by boat and by bike.
• In 2017 we plan to improve the online communication with games and
facebook campaigns.
21. The Sziget Cultural Management Ltd.
• One of Europe’s best-known festival organizers, and the biggest in the Hungarian
festival market.
• Established in 1993, the office currently has 50 full-time employees.
• Market leader in event and festival organization in the CEE region.
• It has extensive network of sales and promotion in Europe, especially in the
Western European countries: Italy, France, Netherlands, England, Spain, Germany,
etc.
• The Ltd. has an estimated 80% revenue share from the organized festivals:
Generali Gyerek Sziget, Telekom VOLT Fesztivál, Balaton Sound, Sziget Fesztivál.
• More than 1.000.000 visitors came to our events in 2016.
• Owner of many international prizes
22. Gyerek Sziget
• Date: June 2017 (4 weekends)
• Location: Hajógyári Island
Gourmet Fesztivál
• Date: 12 – 15 May 2017
• Location: Budapest, Millenáris Park
Telekom VOLT Fesztivál
• Date: 27 June – 1 July 2017
• Location: Sopron, Lővér camping
Balaton Sound
• Date: 5 – 9 July 2017
• Location: Zamárdi, beach
Sziget
• Date: 9 – 16 August 2017
• Location: Hajógyári Island
NAGYON BALATON
BmyLake: 23 – 26 August 2017
STRAND: 23 – 26 August 2017
• Location: Zamárdi, beach
Portfolio of the festival season in 2017
