Objectives
The marketing agency of The Hague & launched this campaign to attract more physical visitors to Scheveningen, with a specific focus on promoting it as a go-to destination for ‘A Night Out’: everything from dance and music to cabaret, musicals, theatre and singing.
The campaign had three main objectives:
- Announcing the ‘A Night Out’ agenda.
- Drive engagement through relevant and inspiring creatives that link to denhaag.com/nightout.
- Generate visits to Scheveningen, measured using footfall data.
Our approach
To effectively raise awareness for Scheveningen, we launched a data-driven footfall campaign from March 24 to April 27, 2025:
- Location-based targeting aimed at residents of surrounding cities such as Leiden, Delft, Rotterdam, and Zoetermeer.
- Strategic exclusion of The Hague during the campaign to stabilize the number of daily visitors.
- Deployment of various banner formats (300×250, 320×50, 320×240, 728×90, and 320×100) to track and optimize format-specific performance.
- Data-driven optimization, actively reallocating delivery towards the best-performing regions and formats.
Optimization strategy
- The campaign showed a steady build-up in footfall over time.
- Broader regional targeting was applied to maintain a stable visitor pattern.
- Budget was reallocated to focus on:
- Top-performing publishers with high visit ratios (e.g. 9292, NU.nl, Buienradar).
- Best-performing banner formats: 300×250, 320×240, and 320×50.
- A clear performance peak was observed during the Easter holiday (April 7–21), partly due to the offering of family-friendly activities.
Results
- Full budget spent, with the visit target of 1,466 easily surpassed (total visits: 1,653).
- Engagement rate of 0.16%, indicating strong interaction with the creatives.
- Impressions exceeded expectations by 12%, reaching a total of 674,121.
- Best-performing banner formats: 300×250, 320×240, and 320×50.
- Key learning: public holidays and school breaks are ideal moments to drive visits to leisure destinations like Scheveningen.
visits
0
engagement rate
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