A Successful Festival for Kids in Győr

Abstract

The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged children. The organizers later expanded the festival so it would be longer than 1 day and children could participate in all kinds of programmes including sports, culture, arts and crafts. The festival’s primary target audience were the parents of children 3–14 years old.

The product was designed to create access to cultural events, and due to subsequent behavioural changes, such as starting or increasing the participation in cultural activities, the families could experience the benefits of an improved well-being. In order to achieve the realization of the desired behaviour, the Vaskakas Puppet Theatre (VPT), as the main organizer, should coordinate different complementary approaches, namely, an economic, a technological and an informational one. In this case two major strategies can be followed: a reinforcement and an induction. In 2015, the VPT launched a development in the marketing mix to reduce the barriers of participation in the Györkőc Festival. This festival has increased the number of visitors every year, and now it is the largest free outdoor children’s festival in Hungary with 26,000 registered children and approximately 50,000 visitors.