For the fourth time, the analytic agency Sysmografiya and the Communication Agency AGT conducted a study of the representation of fabulous New Year characters in the Russian federal and regional media.

5 February 2020

For the fourth time, the analytic agency Sysmografiya and the Communication Agency AGT conducted a study of the representation of fabulous New Year characters in the Russian federal and regional media.

At the end of 2019, Santa Claus from Veliky Ustyug, who slightly reduced his media presence (213 thousand in 2019, 216 thousand in 2018) and Snegurochka from Kostroma (112 thousand in 2019, 111 thousand, remained the undisputed leader) in 2018). Father Frost and Snegurochka have an extensive representative program throughout the year and personal birthdays with massive holidays and numerous fabulous guests in November and March, respectively.

The research of “Sysmography” this time checked the media of yet another Russian popular name “Winter Grandfather” - Morozko, who until last year, for some reason, had not one of his regional residences (now it appeared in the Nizhny Novgorod region). It turned out that Morozko took a confident third place (11 thousand publications in 2019) and was quite competitive even with Santa Claus, who, by the way, reduced his presence in the Russian media field over the year by 20% (13 thousand in 2019, 16 thousand in 2018)

In total, the thirty most media New Year's fairy tale characters are as follows:

Hero

Number of publications in the Russian media in 2019

1.

FATHER FROST

212 969

2.

Snow Maiden (Kostroma)

111 961

3.

FROZY (Варнавино, Нижегородская область)

11 297

4.

TOL BABAY (Udmurtia)

1 899

5.

KYSH BABAY (Tatarstan)

1 819

6.

MOROZ IVANOVICH (Novosibirsk region)

1 316

7.

CHYSHAAN (Yakutia)

1 201

8.

KAREL FROZEN PAKKAYNE

1 034

9.

TALVI UKKO (Karelia)

954

10.

BAIKAL FATHER FROST

823

11.

KAR KYZY (Tatarstan)

667

12.

YAMAL IRI (YANAO)

586

13.

SAGAAN UBUGUN (White Elder from Buryatia)

448

14.

URAL FROST

446

15.

HYUL MUCHI (Chuvashia)

444

16.

GIRL METELITSA (Vyatka Polyany)

356

17.

ARKHANGELSKY SNOWMAN

308

18.

КУЗБАССКИЙ ДЕД МОРОЗ

273

19.

SOOK YREY (Tuva)

259

20.

YAKSHAMO ATYA (Mordovia)

234

21.

FROST VOEVODA (Yaroslavl region)

227

22.

YUSHTO KUGYZA (Mari El)

220

23.

ARTHURON (Ossetia)

190

24.

DED TRESKUN (Novgorod region)

185

25.

LYMY NYL (Udmurtia)

168

26.

YUR PIKE (Chuvashia)

154

27.

KAZACHY DED Moroz (Gatchina, Leningrad Region)

121

28.

LUMUDYR (Mari El)

91

29.

YAKSHAMO ATYA (Ulyanovsk Region)

50

30.

LAPLAND DED Moroz (Murmansk region)

43

Tol Babai overtook his southern neighbor from Tatarstan, Kysh Babay, due to his activity at tourist events in Udmurtia, more frequent trips abroad and the organization of his birthday with the invitation of a wide circle of “comrades” wizards.

Novosibirsk Moroz Ivanovich, whose tower is located in one of the sanatoriums near the largest city of Siberia and whose promotion is based both on socially significant events and on marketing programs, quickly rose to the "media elite" of Santa Clauses.

Chyskhaan, the Yakut Lord of the Cold, is media active primarily during his two main events - the March festival “Journey to the Pole of Cold” and “Winter Starts with Yakutia” (November-December), during which he personally gives the symbol of Cold to Velikoustyugsky Santa Claus.

Baikal Santa Claus increased his fame in Russian media by a third by holding the Festival of Winter Wizards "The Ice Tale of Lake Baikal" with the invitation of not only Russian but also foreign guests of the "magic workshop".

According to Vladislav Shulaev, Director of Territorial Promotion, AGT Communications Agency, this study allows us to make five important conclusions:

1. economically successful New Year's experience of far from the most densely populated Udmurtia and Karelia, the successful quick start of Baikal Santa Claus, Moroz Ivanovich, Novgorod Grandfather Treskun allows us to talk about the possibility of each region to economically balance “their” Santa Claus;

2. The Far Eastern Federal District is represented on the map of New Year's fairytale characters only by Yakutia and Buryatia. In Kamchatka, Santa Claus already has a place for receptions. For Primorye, the Khabarovsk Territory and the Sakhalin Oblast, the creation of the residences of their wizards near the capitals of the subjects is the task of the next step, including counting on attracting tourists (moreover, as part of the national project for the development of exports). By the way, it would be logical for Primorsky Santa Claus to meet the New Year’s ship in the ice-free free port of Vladivostok with broadcasting on TV channels;

3. Due to their informational activity, “winter wizards” turn into peculiar opinion leaders who can be collective agitators and organizers of good deeds. Actually, Tol Babai already started doing this in 2020, hosting the Republican environmental event "New Year's Ecodvor";

4. for those who help Santa Clauses organize communications, it is time to expand the line of informational occasions. For example, Chyskhaan with distinguished winter guests could open the famous winter fish market in Yakutsk on December 1, operating at an average temperature of minus forty degrees. And this market would be a sensation for many;

5. The All-Russian Network of New Year's Residences is a rapidly developing cultural and tourist project. It would be logical to include resources for targeted assistance to these projects in the respective federal programs.

Natalia Belyakova, expert of the Russian Export Center, partner of the Center for Strategic Consulting: “The triumphal appearance of Morozko, a sort of gazelle of this year’s rating, is indicative of the current state of the Russian“ fabulous ”tourism industry. In a nutshell - no one wants to risk it. The region and business takes the “fabulous” theme into development only in conditions of a real, already existing stream. The more stable he is, the less pronounced his seasonality, the higher the opportunity to promote his “sorcerer” wizard year-round to work out the winter season to the maximum. Nizhny Novgorod began to seriously look at Morozko, not only after the steady success of the Gorky Christmas tree (winter "anchor"), but also the positive tourist dynamics of the region as a whole. It is also important that there is an obvious reason to successfully win back the upcoming season - in this case we are talking about the status of the New Year's capital of Russia Nizhny. What is the case of Morozko talking about? Those territories in which the internal is steadily growing or there are prerequisites for the development of export tourist flows, it is worthwhile to take a closer look at the New Year wizards as a marketing tool and secure for yourself those who are not yet rigidly assigned to the territory (which Nizhny used). The electronic visa mode simplifies the decision to travel to Russia, and regions that have already experienced a positive effect should consider internationalizing the existing or growing local Santa Claus. The status of the international hub of Krasnoyarsk will greatly change the tourism logistics of the Asian part of Russia; new opportunities are provided by the global trend of Arctic tourism. At a minimum, the New Year's fairy-tale project will help to pack existing event-related winter activities into a harmonious product that is understandable to European and Asian tourists. New Year's residences are an understandable motive for family tourism, the volume of which is growing. The maximum task is to make the winter wizard a separate tourist attraction. Rating 2019 - a hymn of reasonable locality. New Year's fabulous projects are gaining media (and, as expected, tourist) popularity gradually. Their success is directly proportional to the realism of their creators. Only after automatic work with local tour operators, schools, and stable tourism of zero kilometer is it possible to expand to the nearest region. Over time, it can be vertical - for example, the activation of a New Year's wizard during the year. The transition from regional to federal status directly depends on the flight connection, the costs of which in the case of a family visit can be multiplied by three. Therefore, such potentially capacious projects as the Yakut Chyskhaan are gaining popularity very smoothly - the wizard is activated twice a year, there is no talk of a New Year's residence. However, this is a good high-quality local increase - a rather young legendary character at the level of a zero kilometer tourist totem fixes popularity at the republic level ”.

In 2019, thanks to the holding of the Interethnic Festival of Santa Clauses in VDNH in Moscow, the presence of winter New Year characters from the CIS countries sharply increased in the Russian media space.

The first three foreign New Year characters remained unchanged. After Santa Claus, Finnish Christmas grandfather Joolupukki is in second place, who has increased his media activity in Russia by 3 times - including by coming to the Baikal Festival - 1,503 publications in 2019 compared to 515 publications in 2018. The third is the Belarusian Dzed Maroz, with 256 publications in 2019 compared to 250 in 2018.

TOP-20 foreign New Year’s representatives in the Russian media is as follows:

Hero

Number of publications in the Russian media in 2019

1.

SANTA CLAUS

12 607

2.

the Finnish father Christmas JOULUPUKKI

1 503

3.

BELARUSIAN FATHER FROST

256

4.

KORBOBO (Uzbekistan)

187

5.

AYAZ ATA/KYDYR-ATU (Kazakhstan)

151

6.

TOVLIS PAPA (Georgia)

151

7.

KAKHAND PAP (Armenia)

110

8.

MOSH CRACIUN (MOLDOVA)

102

9.

AYAZ ATA (Kirghizia)

71

10.

SHAKHTA BABA (Azerbaijan)

45

11.

JUNANUSHIK (Armenia)

28

12.

AYAZ BABA (Turkmenistan)

23

13.

BOBOEE BARFI (Tajikistan)

21

14.

ZAZAN OKHIN (Mongolia)

20

15.

KORGYZ (Uzbekistan)

13

16.

GARPAMYK (Turkmenistan)

11

17.

SNAUGUR (Belarus)

10

18.

AKSHAKAR (Kazakhstan)

7

19.

AYAZ KYZ (Kyrgyzstan)

7

20.

BARFAK (Tajikistan)

7

Инфографика в pdf – here.

2018 study results is available in the relevant news on Smyslography website.