Smart traffic communication during roadworks on the A2 near Oudenrijn

Period: March 2025 – May 2025
Client: Heijmans

When major works take place at a busy location like the A2 near Oudenrijn, clear communication with road users is essential. On behalf of Heijmans, TripService implemented four targeted Online Traffic Management (OTM) campaigns to inform drivers in advance about the ongoing works.

Through channels such as Waze, Spotify, Meta (Facebook and Instagram) and Google Display, road users were effectively reached with up-to-date and relevant traffic information. This ensured that people not only knew that roadworks were happening, but also how to adjust their journeys accordingly.

Campaign approach and results

Over a period of more than two months, TripService ran coordinated online campaigns that were visible both before and during the works. By leveraging a smart mix of channels, the message was repeated across multiple moments and touchpoints.

With a total reach of over 7.4 million impressions, the campaign successfully informed a wide audience. The strength lay in the combination of channels: Meta and Google Display achieved broad awareness, while Waze and Spotify reached motorists on the move and in their daily routines.

This integrated approach ensured maximum visibility and message recognition. By being present on multiple platforms – from navigation to social media – the information remained relevant, timely, and close to the user.

Understanding perception: sentiment analysis results

In addition to campaign results, TripService conducted a sentiment analysis to better understand how road users perceived the works and the communication surrounding them. The findings show that most respondents were well-informed and that timely information improved their understanding of the situation.

The analysis highlights that clear communication positively impacts user experience. When people know what to expect, they feel less frustration and are better prepared for potential traffic disruptions. This project underlines the importance of proactive and transparent traffic communication as part of a successful roadworks strategy.

Impactful traffic communication

This project demonstrates how Online Traffic Management contributes to better-informed road users and reduced traffic disruption. An integrated approach aligned with TripService’s mission: enabling safe, smooth and sustainable travel — even during roadworks.

Learn more about our Online Traffic Management approach or explore our other projects.