This handbook outlines the elements used for the Hungarian promotion of Exit Festival Novi Sad, Serbia. Exit is a large music festival of 200,000 visitors in four days.

1. EXIT FESTIVAL 2011
July 07 – 10
Hungarian Promotional Handbook
v. 2.0

2. CONTENTS
1. Introduction to EXIT
2. EXIT in Hungary
3. Marketing tools
Radio
TV
Print
Online
Outdoor
4. Expectations
5. Future development

3. Introduction to EXIT
Exit is an annual summer music festival in the Petrovaradin Fortress of Novi
Sad, Vojvodina, Serbia. It is staged annually since 2000.
Held in the picturesque setting of an 18th century fortress by the Danube, the
festival quickly grew in stature and reputation. UK Festival Awards 2007, the
European Association of the 40 largest festivals in Europe, awarded Exit as the
Best European Festival.

4. EXIT in Hungary
This guide summarizes the tools that make up the promotional campaign of
EXIT for the Hungarian market. This is the first year of cooperation between
the organizers and a local promoter to be involved in an international
campaign, and its purpose is to increase awareness of the event in
neighboring countries.
Such a cooperation has great potential for future growth, and the marketing
tools necessary to reach the target audience of 500 from the Hungarian
market is outlined in the following chapters.

5. MARKETING TOOLS

6. RADIO
Radio Petőfi 94.8
Radio Petőfi offers a contemporary musical palette to an audience between the ages
of 18 – 30. The number of Hungarians within this age group is 2,400,000, and the
radio covers on a given day around 8-9%. This means that their spots have the
potential to reach an audience of 120,000 people on a given day.

7. RADIO
Radio Petőfi 94.8
Radio Petőfi can prove to be a close partner in the promotional campaign. Their
discounted prices for 10 spots on their frequency during the day can be a valuable
asset in spreading the word about the festival. Their offer includes the following items:
coverage between 18.00 - 21.00
A total of 10 spots within these timeframes are made available to us on an 80%
discount price. Please see details in the budget proposal.

8. RADIO
Radio Café 98.6
Radio Café is part of a package that reflects discounted prices as well as additional free
items. They get 89% coverage in the country, and has an average of 6-7% of listeners
on a daily basis. The items that are included in the package are the following:
Coverage between 06-10AM; 17-19PM
Coverage between 10-17PM
Phone interview in popular talk show
Event promotion by radio host
Ticket award game in popular talk show
Details regarding timing and costs are indicated in the budget document.

9. TV
Special Hungarian band appearances
RTL Klub - Morning Show PR Interviews
Other Commercial TV Channel Interviews and reports
Signed Hungarian bands can be valuable assets in promotions through interviews and
various appearances in commercial TV channels. In exchange for their appearance at
EXIT, they will provide an additional layer of free promotional campaign in the media,
during their performances country-wide until the festival.
One of the most popular bands in Hungary, Titusz and the Carbonfools, can be a close
partner in the promotional campaign. We organize PR interviews where EXIT festival
gets mentioned, as well as other TV appearances.

10. PRINT
EXIT Magazine
Part of a media package includes the prestigious EXIT magazine, a weekly news print
that promotes all events and festivals around the region. With a circulation of 80,000,
it gets distributed at 1000 points throughout the country. The following items are
included in the budget document:
1/2 page 4 color ad
1/2 page PR Article

11. PRINT
Pesti Est Magazine
The event news magazine with the biggest circulation in the country is Pesti Est
Magazine. This weekly mag gets distributed at 300 points in Budapest, and has a
circulation of 100,000. To make use of this audience the following item is included in
the budget, and is part of a package that provides this for free, for two weeks:
1/2 page PR Article

12. INTERNET
Index.hu
Index is the biggest news portal in Hungary, that started its life in 1999. Over 10 years
the portal has evolved into news media powerhouse that gets average daily views of
17,000,000, and more than 710,000 daily unique visitors. The site sits on a prominent
level among online media content providers, and according to the research of Median
Webaudit (www.webaudit.hu), weekly unique visits to the site reached over 2,2
million by 2009, and monthly unique visits of more than 3,4 million.
They are willing to provide a grand campaign on their websites www.index.hu,
www.velvet.hu, and their festival blog, as well as event blog www.langologitarok.hu, as
well as ad space on their frontpage and festival section. They work with a barter
multiplier of 3, meaning that they provide triple the amount of media and PR coverage
for our investment. Considering the popularity of the site and amount of unique
visitors, this element of the promotional campaign might be the most valuable one.

13. INTERNET
Index.hu
Another way Index can be a benefit is a ticket award game on their site, which they
would promote as a special event.
Index operates the popular social networking site www.burek.com, which can be a
potential element in increasing barter value with index. Possibility of cross-linking and
logo visibility for the site, and other promotional platforms are subject to negotiation
with EXIT.

14. INTERNET
Soundhead.hu
One of the most popular nightlife related websites in Hungary has several channels of
communication with its users. Their user base is formed from the same target
audience as that of EXIT. Aside from regular bannering and PR articles/interviews, they
operate an eDM mailer, Facebook page with relevant link exchange possibilities to
EXIT, and a party video footage website www.soundhead.tv, which can be utilized by
EXIT to benefit from mutual user traffic growth.
Soundhead, in exchange for their tools of communication that they provide, asks for
logo visibility on EXIT creative material. Their tools, which are detailed in the next
slide, can be of a great value.

15. INTERNET
Soundhead.hu
PR Article about EXIT on Frontpage
past EXIT video footage of photo
collection posts on website
Frontpage PR article is the basic tool for communicating to the visitors of Soundhead.
PR articles can be pre-EXIT or post-EXIT. After EXIT, a PR article can come along with a
photo collection taken at the festival by a Soundhead photographer, and with a video
footage taken at the festival by a Soundhead cameraman. In this case 4 people are
needed from Soundhead on location to cover EXIT.

16. INTERNET
Soundhead.hu
exchange of Facebook links
Mutual user traffic growth can enhance interest and sales to EXIT, by using Facebook
link exchanges between EXIT Facebook, EXIT homepage (English and Hungarian), and
Soundhead. Soundhead has its own Facebook page that can be a great platform for
this, which can greatly benefit from a growth in traffic. This can be a cost-effective
barter opportunity, since they are happy to offer services if such a mutual traffic
driving system can be utilized.

17. INTERNET
Soundhead.hu
Newsletter system
Soundhead operates an eDM direct mailer system, which has a user circulation of
16,000. This newsletter system is an opt-in version, meaning that it uses a subscription
service to be able to receive this email. It is a great tool to have direct access to this
number of users, and can be part of the deal we make with Soundhead. Design and
content details are subject to further discussion.

18. INTERNET
Soundhead.hu
Soundhead.tv traffic growth - EXIT video
footage posts and link exchanges
Soundhead has its own TV website called www.soundhead.tv. It shares the same
purpose as exitmusic.tv, and can be used to post video footages of past EXIT events,
and share content that will increase visiblity, and interest in the festival. This website
needs user growth according to Soundhead, and by providing content and link
exchange through this platform, a mutual traffic growth can be achieved, with little or
no expense from EXIT.

19. INTERNET
Partyzoo.hu
PR article on Frontpage / Festival section
Partyzoo is an up and coming party website with constantly updated content related
to the Hungarian nightlife. It is a quickly growing site with affiliations to Soundhead.
The site can provide coverage on the frontpage, and the festival section as well in the
form of a pre-EXIT PR interview or article, as well as post-EXIT article. Photo and video
footage from Soundhead can be shared within this website as well, providing yet
another layer of users for relatively no cost.

20. INTERNET
Pulzar.hu
Pulzar.hu is among the most popular party news sites in Hungary, and has been
operating since 2000. They get an average of 3,000 unique visitors per day, and have
an extensive coverage of all things nightlife and festivals.
The barter deal with them includes logo visibility on EXIT promotional and creative
material, both Hungarian and Serbian.

21. INTERNET
Pulzar.hu
Exclusive Article on main page
Exclusive Flyer Banner on Frontpage
Newsletter to subscribers
They post an article with an exclusive spot on their homepage. This is a prominent
position on the page, and it is in close focus.
Underneath these articles is the Exclusive Flyer Banner, which is a smaller version of
the exclusive event info, also on the front page.
Pulzar has a subscription-based newsletter service, with 12,000 subscribers. On these
newsletters EXIT gets visible coverage and PR article.

22. INTERNET
Facebook Integration
Facebook has become the most precise way to reach a target audience. Its ad spaces
are cost-effective, and can surgically target the users that are most relevant to EXIT.
For this reason 70-80% of resources should be focused on this medium. Ad space costs
are measured by clicks received, and we plan to target them towards users depending
on page membership and very specific demographics including pages ‘liked’,.
The total number of users that we can reach with ads this way is around 70,000
Hungarians. Also depending on what position EXIT would like to appear on the ad
space on the Facebook pages, the costs can go higher. We suggest a cost for this in the
budget document that limits ad space purchase to a certain amount per week/month.

23. INTERNET
Facebook Integration
Award Campaign on Facebook
In order to expand the user base of EXIT, users need to be actively involved, and take
part in a competition that draws them in. There are two options for a grand facebook
campaign:
1. Every user who clicks ‘like’ for the EXIT Hungary Facebook page participate in the
ticket award, and gets a discount on EXIT tickets.
2. Every 10th user who likes the page gets to win two tickets to EXIT.
Based on previous experience, such games can expand the user base of facebook
pages like EXIT Hungary, while providing relevant content to keep their engagement
constant.

24. INTERNET
Facebook Integration
To market the campaign on Facebook, a custom Facebook landing page for EXIT
Hungary would bring the word of the campaign to the users’ doorstep. This landing
page is the first page users see when they arrive to the EXIT Facebook page, and is a
way to promote the campaign with a great customized look. See example files in the
campaign folder.
This custom page takes a web programmer and a web designer a couple of hours to
make, and is a truly unique and efficient way to involve the users in a promotion that
generates ‘likes’ on the page, and with a continuous update of content on the site,
these users and their friends also get updated on the latest EXIT news.

25. INTERNET
Facebook Integration
virtual tour website
translation/crosslinking
Expanding on the idea of EXIT Facebook page involvement, an EXIT interactive tour
map could serve as part of it, enabling Hungarian users to check out the festival
interactively. It can also be a good idea to make it an interactive EXIT Facebook
navigation screen which navigates through the menus.

26. INTERNET
Vodafone Music Subscription Service
Vodafone sponsors an online music subscription service providing downloadable
music for a small monthly fee, www.korlatlanzene.hu. Its users also receive
newsletters of certain promotions and additional free songs that they can download.
A possible cooperation can bring EXIT into the front page of the website, by providing
certain songs by performing Hungarian bands for free through this site, ‘Hosted by
EXIT Festival’ or something similar.
Subscribers to this service also receive a newsletter in their email or mobile phone,
that promotes this offer ‘Hosted by EXIT’ – or something similar. This newsletter has a
circulation of 45,000 subscribers.

27. INTERNET
Mohaonline.hu /
Facebook.com/mohaonline
Moha Online is the biggest university portal in Hungary, with a reach of 100,000
students. The portal, and its Facebook spinoff deals with social issues and school
matters, as well as events and festivals relevant to its audience. They offer content
sharing on their website (specifically the Life and Style section and front page) as well
as their Facebook page, and would host a ticket winning campaign (6 tickets for
example) on their platform as well. They would be happy to provide their logo for
creative material in exchange. See logo above.

28. OUTDOOR
Poster Distribution
Popular clubs and party hubs in Budapest
Busy downtown areas of Budapest
Distribution of posters focuses mainly on clubs, bars, nightclubs in Budapest,
downtown areas and University ad boards.
Public areas within the city need approval before postering, therefore further
negotiations required. These kinds of permits are usually free of charge, but can
depend on content.

29. OUTDOOR
Flyer Distribution
Popular clubs and party hubs in Budapest
Clothing stores
Universities and Colleges
Distribution of flyers uses similar channels as posters, with the inclusion of clothing
stores. Public areas as well as clothing stores need approval before postering or
soliciting, therefore further negotiations required. These kinds of permits are usually
free of charge, but can depend on content.

30. OUTDOOR
Shopping Mall Visibility
12 Shopping Centers around the Country
An effective way to reach 2,500,000 people per month, is LED wall visibility in 12
shopping malls around Hungary. Their offer consists of 85 LED screens altogether. A 20
second (estimation) EXIT spot can circulate during all opening hours of the malls on all
these screens.
The offer includes all other major shopping malls in the country, with details included
in the budget.

31. OUTDOOR
EXIT Official Pre-Party
The EXIT Official Pre-Party is a cooperation between the Promoter and the Hungarian
band ‘Titusz and the Carbonfools’. The pre-festival event serves a purpose of raising
the pre-event hype, and to provide an additional layer of promotional campaign for
virtually no cost. The Pre-Party look and feel is decided by EXIT, as well as other
promotional activities during the party, such as photo gallery of past EXIT events, EXIT
video footage projected on the walls, for example.
The popular downtown club Gödör can be an ideal location for this occasion, since it
shares the target audience with EXIT. The club is situated in the middle of downtown
Budapest with an indoor part, and an outdoor patio style area. It can hold at least
1,500 people.

32. OUTDOOR
EXIT Official Pre-Party
The Pre-Party would be a cost-efficient way to bring the word of the festival to the
people of the Hungarian nightlife. The organizers would be happy to host an EXIT
theme pre-party on May 28, which is one of the few available time slots during the
summer.
The management of Gödör is willing to put a huge promotion behind this pre-party for
absolutely no cost on EXIT, under a condition that Carbonfools performs in EXIT, and at
the Pre-Party. This is a double benefit, because Carbonfools is not only one of the
most popular bands in Hungary, but they would also provide extended promotional
activities, including PR interviews in TV and radio.

33. OUTDOOR
EXIT Official Pre-Party
Band Contest
A band contest has been started by EXIT through WeShareMusic: Play @ EXIT
Performers Competition. In order to efficiently increase the barter value of the Pre-
Party, the finals of the contest could be brought to the Pre-Party, and Club Gödör can
cross-promote the contest on their website as well, for further visibility and
promotion.
The Pre-Party can also be a great platform for a ticket award. The idea is that the ticket
award can be specially promoted to the public, to increase attendance and interest
both to the pre-party and the festival as well.

34. EXPECTATIONS

35. The elements discussed in this presentation make up the Hungarian marketing
campaign for EXIT 2011. It is in line with the estimated investment by the organizers,
in terms of costs and available promotional resources that are available.
Some of the prices in the budget document are still to be negotiated based on
possible barter deals, which can further enhance the effectiveness of the campaign.
These deals are to be discusses with EXIT.

36. FUTURE DEVELOPMENT

37. My aim is to achieve the expectations of EXIT for 2011, and to possibly have a surprise
increase in attendance. This is in hopes for future cooperation with EXIT and for
setting long terms connections in terms of promotional platforms.
Yours Sincerely,
Endre Rex-Kiss