--- title: "An integrated campaign with an online event registration system" description: "For Safety Festival 2026 we created a website with online registration and connected it with social media, email campaigns and print materials. A total of 1,914 attendees registered and the reported reach hit 62,002, exceeding both contractual targets." canonical: "https://interfase.sk/en/case-studies/ministerstvo-dopravy/festival-bezpecnosti-2026" lang: "en" --- # An integrated campaign with an online event registration system > For Safety Festival 2026 we created a website with online registration and connected it with social media, email campaigns and print materials. A total of 1,914 attendees registered and the reported reach hit 62,002, exceeding both contractual targets. - Client: Ministry of Transport of the Slovak Republic - Year: 2026 - Services: Campaign Strategy, Web Development, Registration System, Content & Social Media ## Safety Festival 2026 – two contractual targets: reach and attendance The second Safety Festival took place on 22 September 2026 on Námestie slobody in Bratislava. The contract with the ministry set two measurable numbers: a social-media reach of at least 50,000 users and at least 1,800 visitors. The festival is organised by the BECEP department of the Slovak Ministry of Transport with partners — police, firefighters, paramedics, the railways and road authorities. It is an open-air day for schools, families and seniors where visitors try out road safety at hands-on stations. Beyond inviting people, we had to know who was coming, how many and when they would arrive, and document all of it at the end. ## Four tasks – with a deadline of 22 September Registration opened on 23 August, exactly a month before the event. The campaign and the evidence collection had the same timeframe. - **Turn reach into attendance**: The campaign couldn't stop at views. Every channel had to lead to a specific registration and to the target of 1,800 visitors. - **Manage large group arrivals**: Schools registered whole classes; the largest group had 350 people. Registration had to capture headcount and planned arrival time. - **One topic, three audiences**: Schools, families and seniors needed different content, programme times and outreach — in one visual language. - **Evidence for every obligation**: Alongside the campaign, exports, analytics and outputs had to be collected so the contract could be evaluated unambiguously. ## Principle Every channel — post, email and poster — led to registration, because the contract measured visitor attendance. - **Three audiences, three forms**: Schools, individuals with families and senior centres each had their own entry point and their own registration form. - **Arrival time as data**: Schools chose their arrival time, so attendance spread across the whole day from 8:30 to 14:00. - **Continuous evidence collection**: Registration exports, campaign statistics and social analytics were collected throughout the campaign. ## Festival website – separate entry points for schools, families and seniors festivalbezpecnosti.sk introduced the festival and split visitors into three groups right at the top. Each card leads to its own form, with questions that make sense for that group. - Schools — primary and secondary schools register whole classes - Families and individuals let us know they're coming - Seniors and day centres with a programme from 11:30 ## School registration – headcount and arrival time The school form collects school type, the number of pupils and teachers and a preferred arrival time. The answers produced an arrival schedule that spread school groups across the whole day. Once registration closed, the form stayed on the site with a notice and a link to the contact form. - 35 registrations, 24 of them school groups - An average group of 79 people, the largest 350 - Repeat sign-ups by class merged per school ## Campaign timeline – from invitations to festival day Direct outreach, registration and reminders ran in one sequence. The strongest day was 16 September, adding 670 people. 1. **19–27 Aug** – Email invitations to schools and senior centres. 2. **23 Aug** – Registration opens, a month before the event. 3. **15 Sep** – Reminder to all schools, seven days ahead. 4. **16 Sep** – Minimum exceeded: 1,827 registered people. 5. **22 Sep** – Festival day. The last registration came in at 7:54. ## Direct outreach to schools and senior centres – nine email campaigns - **9** email campaigns for primary, secondary schools and senior centres - **783** emails sent - **682** successfully delivered - **26%** average open rate, 46.9% for senior centres Source: Campaign reports from the mailing system, 19 Aug – 15 Sep 2026 ## Collage visual style – website, social media and posters One collage language tied together the event announcement, the overview of stations, the countdown, the day's schedule and the poster. The poster came in two versions — for schools with 8:30–14:00 and for seniors and the public with 11:30–14:00. On the square it was joined by beach flags and a photo wall with face cut-outs. ## Reach on Instagram and TikTok – views and unique viewers Content was made for Instagram, TikTok and Facebook, including three short videos — an invitation a month ahead, live coverage and a thank-you. TikTok's reach is its unique viewers, and the contractual reach is the sum of both platforms, not a deduplicated number of people. - Instagram – views: 67956 - Instagram – reach: 36102 - TikTok – views: 26000 - TikTok – viewers: 25900 Source: Instagram and TikTok analytics, final report as of 22 Sep 2026 ## Seven kinds of stations – and the stage schedule The site describes the festival through the activities visitors try for themselves. Seven kinds of stations — from a crash simulator to children's theatre with road-safety education — and below them the stage schedule to the minute. - Crash and rollover simulator, traffic playground, first-aid demos - Stage schedule from 8:30 to 14:00 - Stands of ministries, the motorway company, railways, police and paramedics ## Map of Námestie slobody – 21 stations, downloadable An illustrated map of Námestie slobody shows 21 numbered stations with a legend. It can be downloaded from the site in high resolution, so teachers and parents can keep it on their phones all day. ## Registered visitors – by type of group 18 schools registered, many of them class by class. 32 people came from schools outside Bratislava — Trnava and Považská Bystrica — meeting the contract's option to widen the circle of schools. - Primary schools: 1763 people - Secondary schools: 123 people - Individuals and families: 28 people Source: Registration system export as of 22 Sep 2026, 35 registrations ## Both contractual targets exceeded – reach 124%, attendance 106% Social-media reach hit 124% of the contractual minimum and registered attendance 106%. Registrations crossed the 1,800-visitor line on 16 September. After the festival the site switched to a thank-you for visitors, and we combined the campaign results — social analytics, email statistics and the registration export — into a final report for the ministry. ### What we delivered - Festival website festivalbezpecnosti.sk - Registration for schools, families and seniors with an arrival schedule - Email campaigns for schools and senior centres - Campaign on Instagram, TikTok and Facebook - Posters, beach flags and photo wall - Final report for the ministry --- Web version: https://interfase.sk/en/case-studies/ministerstvo-dopravy/festival-bezpecnosti-2026 llms.txt: https://interfase.sk/llms.txt