Online Traffic Management – Kooybrug N99
Period: oktober 2024 – mei 2025
Client: Rijkswaterstaat
How TripService minimized disruption at the Kooybrug with smart campaigns and real-time updates
Roadworks on a major traffic artery like the Kooybrug (N99) inevitably cause disruption. Commissioned by Rijkswaterstaat, TripService deployed a series of targeted campaigns using Online Traffic Management to inform road users promptly and effectively about the bridge works. Thanks to the smart use of multiple digital channels, traffic flow was efficiently managed both before and during the works.
Four campaigns, one goal: well-informed road users
From October 14, 2024, to May 29, 2025, TripService executed four campaigns across different project phases. Using platforms like Waze, Meta (Facebook and Instagram), Spotify (with takeover ads), and Google Display, millions of travelers were reached with timely, relevant information.
The message was clear: avoid surprises and plan your trip smartly. By being visible in the right place at the right time, we kept public engagement high and encouraged clicks to information pages.
Real-time traffic updates in navigation apps
In addition to the online information campaigns, we actively provided traffic updates in navigation apps. Live traffic situations were continuously updated in Waze and Google Maps during the works. This enabled road users to anticipate closures, diversions, and delays directly via their route guidance.
Sentiment analysis: how do road users experience disruption?
To go beyond clicks and impressions, TripService conducted a sentiment analysis among road users. How was the disruption perceived? Was the communication clear? The results provide valuable insights into how communication about infrastructure projects can be made even more effective.
“The team at TripService is very flexible and always easy to reach for advice and adjustments.”
Michelle van Heijst – communication adviser
Want to learn more?
Curious how TripService makes a difference in infrastructure projects with Online Traffic Management? Read about our work at roundabout N348-N345 or N639 Chaam, or explore more about our traffic communication services.
Do you want to inform road users more effectively during works? Feel free to contact TripService and discover what we can do for your project.
For more background information about the roadworks at the Kooybrug, visit the Rijkswaterstaat website.
