Online Traffic Management – A73
Period: May 2025 – July 2025
Client: Rijkswaterstaat
Smart traffic communication during large-scale roadworks
When Rijkswaterstaat carries out large-scale roadworks, clear communication with road users is essential. For the A73 project, we implemented three targeted campaigns using Online Traffic Management (OTM) to inform drivers and local residents in a timely manner and to improve overall traffic flow.
From 10 May to 4 July 2025, we ran online campaigns both before and during the works, focusing on awareness, route choice, and traffic safety.
Multi-channel campaigns for maximum reach
To reach the right target groups, we used a mix of online channels, including:
- Waze and Flitsmeister for direct interaction with drivers on the road
- Spotify and Online Radio to engage listeners during their commute
- Meta (Facebook and Instagram) and Google Display for targeted awareness
Thanks to this integrated approach, millions of road users were effectively informed about the works, temporary closures, and detours.
Real-time traffic information in navigation apps
In addition to public awareness campaigns, TripService actively contributed to improving traffic information in navigation systems such as Waze and Google Maps. This ensured that drivers received real-time updates on closures and current traffic situations, contributing to a safer and smoother A73.
Results and insights
Throughout the project, we shared interim reports to provide insight into progress and results. This allowed both TripService and Rijkswaterstaat to monitor the impact of the ongoing campaigns.
After the project concluded, a comprehensive final report was delivered, including concrete figures on reach, engagement, and click behaviour. These insights not only provided a clear picture of the campaign’s performance but also formed the foundation for further optimisation.
Together with Rijkswaterstaat, we evaluated the entire campaign, discussing key lessons learned and opportunities for improvement to make future projects even more effective.
Want to know more?
Would you like to know how Online Traffic Management can support your project?
Contact TripService for an introduction, or learn more about our approach on the page Online Traffic Management.
You can also read other cases, such as Project A20 Westerlee – Maassluis, for a similar approach.