Operational Services
<span>STM<sup>®</sup> - A16 Rotterdam</span>
Year: 2024-2025

Reach half a million unique people through targeted online communication! Social Traffic Management® en Ask&GO x A16 Rotterdam!

For the replacement of the viaduct over Hoofdweg in Rotterdam, the A16 had to be partially closed twice in the spring of 2024. Additionally, Hoofdweg was closed to traffic for nearly a month. This, of course, caused some inconvenience.

Through Social Traffic Management®, in close coordination with the project, we ran several social media campaigns over two months to alert travelers and local residents about the closures, expected disruptions, detours to take, and available alternatives. Furthermore, we deployed Ask&GO to assist travelers with their journey or route queries. In four weeks, we helped around 800 travelers get on their way.

Campaignes

The various campaigns targeted diverse groups, such as residents of the neighborhoods near the closure, road users on the detour routes, day-trippers on King's Day in Rotterdam, employees and visitors of the Alexandrium Shopping Center, and cyclists on Hoofdweg. To reach everyone in a fitting and personal manner, we used a wide platform mix.

Thanks to an intensive and pleasant collaboration with Rijkswaterstaat, construction consortium De Groene Boog, and Zuid-Holland Bereikbaar, we were able to reach diverse target groups on more than 8 different social media platforms. In total, half a million unique individuals were reached, and the messages were seen around 3.5 million times!

The work isn't done yet. Until mid-2025, there will be more closures of the A16 and Hoofdweg near the viaduct. We look forward to scaling up our online public communication once again for these future closures.

Towards less (perceived) inconvenience!
Werkzaamheden aan de A16 Rotterdam

Client

Rijkswaterstaat
Foto van Floris Hooft

Floris Hooft

+31 6 38 72 80 20floris.hooft@maptm.nl