Gyerek sziget2016 fin_en

Evaluation2016

• 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

Introduction of the EventA 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.

Research data

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

6%

38%

39%

4%

12%

65%

35%

BudapestOther 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.

The status of the visitors has significally increased along with the level of education since last year.


We have our own appartement

We have our own carWe are planning a travel this year

in HungaryI have saved money for my

childrenMy children are going to activites

out of schoolWe are planning to go abroad with

the family in this year

83%

74%

73%

58%

52%

27%

Lifestyle

- Significant difference between 2016 and 2016

78% 22%

yes no

2 weekends 3 weekends 4 weekends

85%

13%2%

72%

16% 12%

How much weekends do you come?

One out of three visitors come for more weekends to the Gyerek Sziget

mother father one child under 18

two children under 18

three chil-dren under

18

four chil-dren under

18

one child above 18

one grandpar-

ent

two grandpar-

ents

another relative

two other relatives

95%

59%

99%

47%

15%3% 2%

15%2% 9% 2%

90%

53%

99%

44%

9% 2% 1%14%

3% 5% 2%

Who did you come with?2015 2016


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

As a non-Budapest habitant, did you come just for the

festival?

by car

by public transport

on foot

by bike

by boat

60%

35%

3%

2%

0%

56%

38%

4%

1%

0%

How did you arrive to the festival?

20162015

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%

yesno

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%

Whose idea was to come to the festival?


88%

12%

yesno

2015 2016

This year, fewer people have mentioned that they had been informed about the event from TV, radio or via the printing press.

Internet

Friends, family

Television

Newspaper/ magazine

Radio

street advertisement

Social media

52%

34%

28%

17%

13%

13%

11%

42%

34%

18%

5%

3%

8%

6%

Information about the festival

20162015

61% visited the site of Generali Gyerek Sziget

27% visited the Facebook site of Generali Gyerek Sziget

website on-site program guide

facebook page

other

35%

51% 55%

13%5%

44%

16%

40%

8%13%

Getting information about the programs

4%16%81%

Did you hear about our newsletter?

Yes, and subscribedyes, but not subscribeddidnt hear about it


21% would subscribe for it


The satisfaction with the event is really high.

2016

0%

20%

40%

60%

80%

100%

1.0

2.0

3.0

4.0

5.0

0 2 1 0 0 0 013

05

2014

6 6 7 7

38

7

33

2326

21 21 19 22

23

29

6248 55

72 71 73 68

17

62

7 4 0 1 1 2

9

2

4.64.1

4.34.7 4.6 4.6 4.6

3.2

4.5 5 - totally sat -isfied

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:

30%

14%

14%

8%

5%

3%

3%

2%

1%

Sponsors of the festival

Almost 80% of the visitors can name our main sponsor: GeneraliIn addition, many people still remember the Zewa brand, similar to last year.

84%

16%

Generali


78%

22%

Main sponsor

2015

2016

Communication

Generali Gyerek Sziget- advertisementIn 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/

http://rajzpalyazat.gyereksziget.hu/

Gyerek Sziget médiaterv2016. 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 összesenM2 30 24 3 300 000 FtTV 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 FtNők Lapja 1/2 2 2 300 000 Ft 4 600 000 FtMeglepetés 1/2 2 1 000 000 Ft 2 000 000 FtStory 1/2 1 1 990 000 Ft 1 990 000 FtFunzine 1/1 1 980 000 Ft 980 000 FtÉva 1/1 1 1 830 000 Ft 1 830 000 FtMarie Claire 1/1 1 1 860 000 Ft 1 860 000 FtKépmás 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 FtIndex.hu, Dívány, Poronty, Femina, Port.hu, Blog.hu banner 4 000 000 Ft

NoSalty.hu banner

banner, rovatszponzoráci

ó 5 250 000 FtCentrál Média női-életmód online mix banner 1 500 000 Ft 1 500 000 FtMediaworks online mix banner 100 000 AV 2 000 000 Ft 2 000 000 FtMarquard online mix banner 100 000 AV 1 950 000 Ft 1 950 000 FtTOTAL: 87 011 100 Ft

Generali Gyerek Sziget 2016 – media plan

Online communicationIn 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 590Pageviews: 302 580

http://www.gyereksziget.hu/

On-site program guide, map

30 000 program guides were distributed at the event.

Thank you for supporting us!

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

Generali Gyerek Sziget is 15 years oldThe 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

https://www.youtube.com/watch?v=yISm9RWUs0U

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.

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

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 BALATONBmyLake: 23 – 26 August 2017STRAND: 23 – 26 August 2017• Location: Zamárdi, beach

Portfolio of the festival season in 2017

Thank you for your attention!

Gyerek sziget2016 fin_en

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