Objectives
Utrecht Marketing aimed to stimulate visits to the city centre of Utrecht, with a specific focus on:
- Creating awareness among the right target audiences within the Netherlands.
- Appealing to the sense of experience and spontaneity to entice people to visit.
- Reaching audiences in regions where most visitors originate: North Holland, South Holland, Flevoland, Gelderland, and the province of Utrecht.
Our approach
To achieve these goals, we developed a powerful digital audio campaign in collaboration with Talpa—one that perfectly reflects the DNA of Utrecht Marketing. From April 22 to May 12, 2025, we aired a compelling 20-second commercial that taps into emotion, temptation, and adventure:
- Co-creation with Talpa: In close collaboration, we developed a narrative-driven audio spot using AI-assisted voice technology. This enabled a fast, creative, and effective production process, resulting in a convincing final product.
- National reach with regional precision: Through smart use of targeting techniques, we ensured optimal audio presence among listeners in the key origin regions.
- Narrative and human tone of voice: Designed to instantly connect with listeners and evoke a sense of belonging to Utrecht.
- Strategic placement in music environments: Delivered in relaxed, receptive moments, perfect for conveying an inspiring message.
The Creative (Audio Commercial)
“My ideal date? Hmm, we’d go out for the day. Start with a museum in the morning, chill in the park in the afternoon, and spend hours on a terrace in the evening. I’d love to go on an adventure with you. And if you like… you can always stay the night.
I’m Utrecht. And if you make time for me, I’ll make time for you.”
Results
The campaign was launched with clear KPIs:
- Number of impressions within the target audience: 1,980,914
- Completion rate: 96%
Publisher partners: Talpa, Webads, E-power
This campaign effectively reinforced our broader media mix, complementing DOOH and Display efforts.
With this emotionally driven and smartly targeted campaign, we’ve laid a solid foundation for a lasting connection between Utrecht and its visitors.
Testimonial:
“The digital audio campaign we developed together with mJourney, Talpa, and our creative agency Happy Horizon exceeded our expectations. Thanks to smart targeting and the commercial’s narrative, human approach, we managed to capture our audience’s attention in a compelling way. The impressive 96% completion rate and broad reach demonstrate that audio is a powerful medium to inspire people and drive action. This approach not only boosted awareness for Utrecht, but also strengthened our connection with (potential) visitors.”
Rosan Put
Teamleader leisure
