Queen Elisabeth Overshadowed by Covid Lessons Learned from the Sisi Exhibition in Szeged

Abstract

The Sisi exhibition at the Móra Ferenc Museum in Szeged was a key attraction of the covid reopening in 2021. With more than 43,000 visitors, the exhibition has become the fifth most visited exhibition in Szeged.
We claim that during the difficult covid period, visitors demanded cultural experiences and the Sisi exhibition provided this experience factor. Also important is the fact that the Queen Elizabeth historic brand alone has provided enough impetus for a successful exhibition management.
In the study, we analyze the context of the creation and the press communication of the exhibition, we take into account the experiences of the cultural events related to the exhibition as well. We also show how the theme of the exhibition was put together, which was able to arouse the interest of tens of thousands.