The goals
Apeldoorn positions itself as the green and spacious capital of the Veluwe and seduces visitors to discover more of the city. The campaign’s objectives were:
- Creating awareness of Apeldoorn as an attractive destination.
- Driving engagement through relevant and inspiring creatives.
- Generating visits to the city, measured through Footfall data.
Our approach
To effectively bring Apeldoorn to the forefront, we launched a data-driven footfall campaign in October-November 2024:
- Location-based targeting to reach travelers and potential visitors within relevant geographic zones.
- Six creative sets that show the versatility of Apeldoorn, aligned with different visitor motivations.
- Strategic use of mobile display, tailored to the customer journey, to drive both awareness and activation.
The results
The campaign ran for 4 weeks and delivered strong results:
- 476,175 impressions with a CTR of 0.33%.
- 1,413 measured visits within the target audience, demonstrating a clear contribution to the footfall objective.
With this first flight, we have gathered valuable insights for city marketing campaigns in Apeldoorn. This has led to an extension of the partnership in 2025.
What Apeldoorn Partners thinks about the collaboration and the results achieved:
“As a city marketeer, you’re always looking for ways to measure the impact of your work and campaigns. Optimizing for website visitors is one thing, but being able to optimize for physical visits to our city was exactly what we were looking for. Thanks to the collaboration with mJourney, we’re not only putting Apeldoorn on the map for the right target audience, but also generating demonstrable visits to the city. The insights from this first flight are helping us tailor our messaging even more effectively to our audience. We’re therefore looking forward to the next steps in our collaboration!”
Chris van Keulen
Campaign marketer 
