gyerek sziget2016 fin_en
TRANSCRIPT
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.
Bázis: teljes minta, 2015: N=515, 2016: N=411
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
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
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?
Bázis: teljes minta, 2015: N=219, 2016: N=154
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
Bázis: teljes minta, 2015: N=219, 2016: N=219
21% would subscribe for it
Bázis: teljes minta, 2015: N=219, 2016: N=154
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
Bázis: teljes minta, 2015: N=219, 2016: N=154
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/
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
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
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!