Campaign and registration system for Safety Festival 2026
For Safety Festival 2026, we created festivalbezpecnosti.sk with an online registration system and connected it with social media, email campaigns and print materials. The result: a reported reach of 62,002 and 1,914 registered attendees — both contractual targets were exceeded.
Through its BECEP department, the Ministry of Transport of the Slovak Republic coordinates road-safety activities and delivery of Slovakia’s National Road Safety Strategy for 2021–2030. Safety Festival is an experiential event for schools, families, seniors and the wider public, combining road-safety education with practical demonstrations and expert partners.
The second edition of Safety Festival took place on 22 September 2026 at Námestie slobody in Bratislava. The brief went beyond building awareness: communication had to demonstrably reach at least 50,000 users and secure attendance of at least 1,800 visitors. That required one coordinated system covering the website, registration, social media, direct outreach to schools and seniors, print materials and final reporting.
The campaign involved four closely connected challenges.
- Turning reach into real attendance
The campaign could not stop at views. Every channel had to lead to registration and help meet the target of 1,800 visitors.
- Managing arrivals of large school groups
Schools registered entire classes, with some groups numbering in the hundreds. Registration therefore had to capture headcount, school type and planned arrival time.
- One topic, multiple audiences
Schools, families, seniors, the public and the media each needed different content, schedules and outreach, while remaining within one visual language.
- Proving every contractual deliverable
Alongside delivery, exports, analytics, screenshots and evidence had to be collected continuously so the outcome could be evaluated unambiguously.
We built one communication funnel from first contact to attendance on site. We created festivalbezpecnosti.sk to present the programme clearly and guide visitors by audience. Its registration system captured capacity and arrival times, while social and email campaigns drove people to the relevant registration flow. Online content and print materials shared the same collage-based visual language.
- festivalbezpecnosti.sk with the programme, practical information, map and dedicated registration paths
- Online registration for schools, individuals and families, recording attendee numbers and arrival times
- Nine segmented email campaigns for primary schools, secondary schools and senior centres
- Reminder email to schools seven days before the event
- Instagram, TikTok and Facebook content, including three short-form videos
- Two targeted poster versions for schools and for seniors and the public
- Print and on-site materials: posters, beach flags and a photo wall
- Continuous analytics and a final report with contractual metrics and evidence
Targets and communication plan
We translated the contractual KPIs into a measurable plan of channels, audiences, deadlines and registration conversions.
Website and registration system
We created the event website and separate registration paths for schools, individuals and families, including headcount and arrival time.
Segmented outreach
We segmented the database of schools and senior centres by audience and reached them through nine targeted email campaigns.
Content and visual materials
We produced Instagram, TikTok and Facebook content, short videos, posters, beach flags and a photo wall in one consistent visual language.
Attendance management
We monitored registrations by visitor type, group size and arrival time, and sent schools a reminder before the event.
Evaluation and reporting
We combined social, email and registration outputs into a final evidence pack demonstrating that the contractual targets had been met.
Both contractual performance indicators were exceeded. Instagram and TikTok generated 93,956 views and a reported combined reach of 62,002, or 124% of the target; this is the sum of platform-reported figures, not a deduplicated audience across networks. The registration system recorded 1,914 attendees, 106% of the target, including 1,886 pupils and teachers from 18 schools. Direct outreach comprised nine campaigns and 783 emails sent. The minimum of 1,800 registrations was exceeded six days before the event.