Objectives
Rotterdam Partners was looking for a data-driven way to position Rotterdam as the leading cultural destination and to drive physical visits to participating museums.
- Campaign goal: Build awareness for Rotterdam’s cultural offering and generate measurable physical visits (footfall).
- Specific focus: Dutch and international culture lovers and tourists who are currently visiting museums in other cities.
Our approach
mJourney developed a two-layered, location-driven campaign that reached the target audience both in their inspiration phase and at the moment of visit.
Instead of broad targeting, we opted for highly relevant, context-based touchpoints:
- Prospecting outside Rotterdam: Targeting hotels, tourist hotspots and museum locations in other cities to reach in-market travelers.
- Geofencing & retargeting: Precise geofencing around participating museums to measure visits and retarget people already in the city.
- Language-specific creatives: Deployment of both Dutch and English creatives to effectively engage domestic visitors and international tourists.
Optimization strategy
- Budget shifting: Based on real-time data, budget was gradually shifted from footfall to awareness to maximize reach without losing visit volume.
- Publisher focus: Additional budget assigned to top-performing apps such as 9292, Buienalarm and Funda to ensure high-quality geodata.
- Origin optimization: Targeting refined towards the top 5 origin cities (including Amsterdam and Utrecht) that showed the highest conversion into visits to Rotterdam.
Results
The campaign exceeded all key objectives and underlined the strength of combining awareness with footfall measurement:
- Visits: 2,097 physical visits driven – more than double the initial target of 950–1,050 visits.
- Engagement: An average CTR of 0.23%, well above the 0.15% benchmark.
- Efficiency: An average Cost per Visit (CPV) of just €0.86.
- Impact: International (EN) creatives performed strongly with a 0.71% CTR, confirming Rotterdam’s strong appeal among foreign tourists.
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