Online Traffic Management – A20 Westerlee tot Maassluis
Period: April 2025 – May 2025
Client: Rijkswaterstaat
How do you effectively inform thousands of road users about roadworks, minimize disruption, and encourage safe driving behavior? Discover how TripService achieved this with a smart, data-driven campaign for Rijkswaterstaat.
Smart communication around the A20 roadworks
Commissioned by Rijkswaterstaat, TripService developed a comprehensive campaign to inform road users in a timely and targeted manner about the roadworks on the A20, between Westerlee and Maassluis. Through our Online Traffic Management approach, we reached drivers via relevant channels — exactly where and when travelers are searching for information or on the move.
Between April 25 and May 8, 2025, before the start of the works, we deployed a mix of online communication and real-time traffic updates. This enabled road users to adjust their travel behavior, avoid congestion, and stay safe on the road.
Multichannel campaign with maximum impact
To reach as many people as possible, we used several familiar platforms:
- Navigation apps: Integration of traffic information in Waze and Google Maps.
- Social media: Targeted ads on Meta (Facebook and Instagram).
- Streaming and display: Campaigns on Spotify and Google Display.
- Partnerships: Collaboration with ANWB to enhance visibility.
Thanks to this strategic combination, we not only maximized reach but also increased user engagement. Click behavior, interactions, and information sharing were closely monitored and analyzed.
Sentiment analysis: listening to the road user
In addition to informational campaigns, we used sentiment analysis to understand how road users perceived the works and communication. These insights provide Rijkswaterstaat with valuable input for future projects and improvements in traffic communication.
Results and insights
The campaign produced measurable results, including:
- Increased reach among regional road users
- Real-time traffic info in navigation apps
- Positive engagement and interactions on social media
- Valuable feedback from sentiment analysis
Curious how TripService can make an impact on your project too? Read more about our approach on the Online Traffic Management page or explore other projects where we make mobility smarter and safer.
Want to know how we can spotlight your project? Feel free to contact us for a consultation.