The Old Holland Tour is an ongoing campaign to bring tourists by public transport to popular destinations such as Edam, Volendam and Zaanse Schans. It is a partnership between EBS and Connexxion. With the low price and their own Old Holland Tour app, they are a competition to the well-known hop-on hop-off tour operators.
Campaign: Increasing the number of Old Holland Tour and Amsterdam Regional Travel Tickets sold. Media objective: Website traffic and visibility among the tourist target group, which is located in Amsterdam or is preparing to travel from France, Germany, Spain, Italy, United Kingdom or United States.
› Media strategy:
The target group was approached online with a smart combination of hyper-local and broad foreign targeting, supplemented with a range of local outdoor placements. In the Netherlands, campaigns were targeted within 15 kilometers of the point of sale, both online and offline. In addition, foreign tourists in preparation (with translated ads) were primed from searches, Display and Social media ads. We brought outdoor expressions digitally to the vicinity of the point of sale and tourist hubs in Amsterdam. The target group was reached in large numbers through placements throughout Amsterdam, Schiphol and Central Station.
› Media targets on awareness (+118%) and site visit (+111%) amply achieved. › Outdoor awareness was measured as an indirect brand effect from direct and organic search traffic, +34% and +304% respectively compared to 2018. › Because ticket sales only took place on location, we measured intent from clicks on the website buttons. 25% of all campaign visitors clicked on the Tickets (ticket prices) and/or Route (to the point of sale) button.
Media strategy, Project management, Website build, Website tracking, Social advertising, SEO, SEA, Display advertising, Digital out of home, Bus shelters, Mupis, Print.
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