City awareness // Footfall
Objectives
Utrecht – one of the thriving cities in the Netherlands, had a vision to improve the domestic and neighbouring tourism and encourage more people to see it’s beauty and have quality time there.
Over the course of three years in business, our primary objective has been to improve the visitation to the center of the city from the neighbouring regions in the Netherlands and the closest regions in Germany. Accurately set, the campaign was aiming at the gradual improvement of the visits and the uplift.
Campaign approach:
- Audience targeted: people interested in visiting Utrecht (Age 25-55+)
- Always On campaign, to keep the awareness throughout the year
- Targeting people from regions that are farther from Utrecht region
Results
- Visits: 124k
- Unique Users: 1.19m
- Uplift: 221%
The complexity of the campaigns, starting from 2021, was always about measuring the visits purely in the city center and the requirements, based on the performance, were to exclude the far northern regions of the Netherlands (it takes too much travel time). This enabled the campaign to reach 103k visits with over 1.13 million unique users and the overall uplift of 185%.
Later in 2022 we suggested to exclude the Utrecht region itself and focus on the best performing cities and regions to improve the overall results. The campaign duration was 9 month and brought 88k visitors, around 1.26 million unique users and a YoY uplift improvement to 201%.
The latest campaign in 2023 has inherited the retargeted audiences and was enriched by the DOOH sync element, enabling screens in Amsterdam Central and 10 major cities, such as The Hague, Rotterdam, Den Bosch and others. The overall results were staggering 124k visitors measured, 1.19 million unique users and an improved uplift up to 221%. The most peculiar part is that over 1/3 of the visits was measured from the retargeted DOOH audiences, proving that the impact of this sync can be significant.
Are you interested in running a campaign that is able to measure footfall results?