A4 – Major Maintenance Between De Hoek and Burgerveen
Period: July / August 2025
Client: Rijkswaterstaat
Rijkswaterstaat carried out major maintenance on the A4 between De Hoek and Burgerveen during the summer of 2025. This is a busy corridor used daily by commuters, airport traffic and holiday travellers. To minimise disruption as much as possible, we carried out an Online Traffic Management campaign to inform road users clearly and in a timely manner.
Approach
We deployed a targeted digital strategy to reach the most relevant audiences, such as commuters, travellers heading to Schiphol Airport and holiday traffic. Using channels including Waze, Online Radio, Spotify, Meta (Facebook and Instagram) and Google Display, we prepared road users for the upcoming works. In addition, we shared traffic information with platforms including Waze and Google Maps, ensuring that closures and diversions were accurately shown in navigation systems.
Results
The campaign generated a total of 4.3 million impressions across all platforms. In the detailed report shared with the client, we provided channel-by-channel insights into reach, visibility and behavioural data such as clicks to the landing page. The survey conducted among 685 road users showed that nearly 90% were aware of the works beforehand, and 67% adjusted their travel behaviour, for example by travelling at a different time or choosing an alternative route.
Impact and follow-up
Thanks to timely and up-to-date communication, road users were better prepared before setting out. This contributed to improved traffic flow, greater road safety and reduced frustration during the works.
After the campaign, we organised a joint evaluation session to present and discuss the report. Together with the client, we reviewed key insights and explored how these findings could be applied in future phases or upcoming projects. This ensures that the impact of Online Traffic Management becomes not only visible, but also actionable.
Following this session, the project team received a concise one-pager summarising the key results. In this document, we not only highlight what was achieved but also provide our perspective on the outcomes. This makes it easy to share the information within the organisation and ensures the campaign’s impact remains clear and accessible to everyone.
