Successful N99 campaign
Period: October 30 – December 7, 2025
Client: Rijkswaterstaat
How do you effectively reach road users during large-scale roadworks? The N99 project demonstrates how a smart use of online channels ensures maximum visibility and continuity. Commissioned by Rijkswaterstaat, we delivered a powerful Online Traffic Management campaign to inform road users in a timely and targeted way about the N99 closure. By combining multiple channels strategically, different target groups were reached at the right moment, both before and during the roadworks.
The strength of this campaign
This campaign stood out thanks to a strong and well-thought-out media mix. Key digital platforms such as Google and Meta proved their worth with strong performance and wide reach. At the same time, navigation platforms such as Waze provided up-to-date, location-specific information on the go. Additional channels such as Online Radio and Spotify reinforced the message and contributed to broad, consistent coverage. By actively maintaining reach throughout the campaign period, the communication remained continuously visible. This resulted in a large total reach:
- approximately 1.7 million views across all platforms
In addition to the campaign results, the sentiment analysis also provides valuable insights. This shows that a large proportion of road users were well informed about the works in advance and were actively reached via online channels, sat-nav systems and roadside information. Many road users adjusted their travel behaviour accordingly, for example by choosing a different route or planning their journey differently.
These insights confirm how important it is not only to achieve reach, but also to manage road users’ expectations effectively. This is precisely where an Online Traffic Management approach makes the difference.
“Together with Tripservice, we were able to create a strong channel mix to reach the right road users, enabling them to adjust their travel behavior in advance.”
— Jessica de Vries, Environmental Advisor, Rijkswaterstaat
Smart traffic communication makes all the difference
This case study highlights the importance of smart traffic communication. With the right combination of channels and timing, you not only reach more people, but also ensure better information provision and fewer surprises on the road.
Taking your project to the next level together
Curious to find out how your project could benefit from a similar approach? Get in touch with Tineke and discover the possibilities of Online Traffic Management.
