Strategic traffic management for big maintenance A2: A case study with Heijmans

The major maintenance on the A2 motorway between Oudenrijn and Everdingen (GOA2 (Big maintenance, red.) was one of the most impactful infrastructure projects of 2024. For our client Heijmans, the central question was not if there would be disruptions, but how to effectively inform millions of road users and positively influence their behavior. This challenge goes beyond simply placing diversion signs; it requires a layered, data-driven approach.

Commissioned by Heijmans for the Rijkswaterstaat project, TripService developed and executed a comprehensive Online Traffic Management (OTM) strategy. The campaign ran from the end of July to the end of September 2024, aimed at minimizing traffic disruption and improving the perception of nuisance.

Our Multi-Channel Approach

We implemented an integrated campaign across various digital channels to ensure maximum reach:

• Navigation Systems: Through Waze, 347,000 takeovers were displayed to road users on relevant routes.
• Social Media: Via Meta (Facebook & Instagram), we reached nearly 1 million unique individuals with 2.6 million views.
• Display Advertising: The Google Display Network was utilized for broad outreach, resulting in 5.4 million views on relevant websites and apps.

In total, we generated over 8.3 million impressions, leading to very high awareness. Our post-project survey among 950 respondents showed that 90% were aware of the roadworks before starting their journey.

From Reach to Behavioral Change

Informing road users is just the first step. The ultimate goal is to influence travel behavior to alleviate pressure on the road network. The results demonstrate this was successfully achieved:

• 44.4% of respondents chose an alternative route.
• 14.5% decided to avoid traveling altogether.
• Nearly 10% traveled at a different time.

These figures show the tangible impact of a proactive communication strategy. By providing road users with the right information in a timely manner through their preferred channels, we empower them to make better choices.

The Value of Sentiment Analysis

A unique component of this project was the in-depth sentiment analysis. Despite the high awareness of the works, respondents were predominantly negative about the communication. This valuable insight, which traditional reach metrics do not reveal, underscores the importance of not just

what you communicate, but also how. This feedback is essential for optimizing future projects and proves the necessity of a continuous dialogue with the road user. It contributes to better map updates and increased public support.

Are you facing a complex infrastructural project and want to not only inform but also genuinely influence behavior and manage public perception? Let’s define your strategy together. Visit the Rijkswaterstaat project page for more background information or contact us directly for a no-obligation consultation.