New Direction for the Rise of Cultural Programs in Hungary


Zsuzsanna Oláh

Local blockbuster exhibitions have a great impact on the development of the cultural market and cultural education seems to become more and more popular these days. We asked some questions from one of the biggest figures of the communication profession in Hungary.

The Art of the Brick, one of Budapest’s most popular LEGO® art exhibitions has been open to visitors since September. As the exhibition represents the cultural sector with its innovative artistic approach it has expanded the target audience which seems to indicate the golden era of blockbusters.

This year's successful expo was preceded by the Titanic, Body, Gold of the Incas, Tutankhamun’s Treasure and Mummies of the World exhbitions which were among other works of Zsuzsanna Oláh, director of communication and marketing at Event Europe Ltd. According to her the market of exhibitions has emerged as the public became more open to educational and entertaining expos and people prefer to deepen their cultural knowledge while they have fun.

This increasing interest in cultural programs widened the available market which led to the concluson that the vision of professionals and their future implementation is extremely important.

"I think it is essential to be content and make room in our life for the human relationships, our cultural memories and historical heritage as well. This is the basis for a long and quality life. We are currently experiencing some changes in the market because families became number one of the visitors which is due to the fact that every member and age find interest in blockbusters. This is the reason for constantly putting the cultural project into a new approach," she noted.

Oláh previously worked as a director of the JVS Group and also had some works of organization such as the tenders of the Ministry of the Interior, Zwack, NISZ, Henkel and the blockbusters mentioned before. Then she occupied her strong position in the business sphere by laying the foundation for Chinese-Hungarian relations and creating Bank of China’s strategic communication.

Over the years the director has listed a wide spectrum of activities that led to her current field of expertise in the communication campaign of cultural programs and the organization of their strategy. Her passion for education is also shown as the president of the EHTM social movement which deals partly with the nature of human culture and quality of life. Due to her wide-ranging professional experience, we asked for her opinion on the industry in the upcoming year.

"Do I have positive perceptions? Well, it is no question that the recession is going to leave a mark on the cultural sector and will be present from next year. That is why the market must prepare for a completely different scenario since the economic crisis will definitely affect the cultural sphere as well," she added.

The expansion of the cultural market experienced in recent times is therefore the result of careful organization, which opens up new opportunities for the future of culture in Hungary so it is essential to support all these efforts.

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