Take-over of the NS inspiration platform

First of all, we looked at a new interpretation for the format of the city guide: a content collection page for a destination. To establish NS Dagje Uit as a widely accessible platform, we featured destinations throughout the Netherlands. A new format became the 24-hour programme: a themed and complete programme at a destination. A smart and creative way to let travellers spend a full day in a city. We made the content recognisable and consistent with a self-developed visual language and tone of voice. The Lifestyle Finder™ became an important guideline in this respect. Finally, we always made sure the content was SEO-optimised to increase findability and visibility.

For the NS Dagje Uit magazine, we introduced new sections that meet the wishes and needs of the modern traveller. Headings such as travelling with children, low-cost travel and sustainable travel took shape, making the magazine appeal to a wider audience. We also added quizzes as an activation and conversion medium: a format with which Roularta Media has years of experience. The quizzes consist of about ten questions on certain destinations and themes. Each question contains a link to an appropriate article, in which the participant finds the correct answer. Top scorers stand a chance of winning cool prizes. In this way, we create more traffic to the website and ensure an interactive use experience with excellent time-on-site.

For narrowcasting, we focus on a clear core group: existing leisure travellers, business travellers, students and commuters. In our management, we worked on route-specific, multichannel content: content that takes place on the train screens on a specific route or destination, and which is translated from the articles on the website and in the magazine. We adapted the formats on the screens accordingly. So via the train screens, NS Dagje Uit literally travels with the train passenger. Cool to inspire this group 'on the spot'!

In 2024, we also got to manage NS Dagje Uit's social channels Facebook and Instagram. With that came a nice challenge: increasing brand awareness with 100% organic content. So no ads, but complete reliance on the power of a recognisable image, valuable content and a consistent approach. We developed a clear visual language and tone of voice that matches the feeling of a day out by train. We continued this style throughout - from posts to stories - so that the channels felt recognisable and familiar.

We also collaborated with a community of influencers, who were able to inspire many people with their reach. We organised an Instameet: a day when influencers discover a destination in special ways. Plenty of content was created for the socials of NS Dagje Uit. A unique way to reach a large audience with inspiring images.