How can you reach young people who are exploring their educational and career options and introduce them to the opportunities within the inland waterway transport sector?
In the run-up to Dag van de Binnenvaart on November 8, 2025, the organization wanted to raise awareness among young people aged 18 to 25. The focus was on students and those entering the job market, with the goal of highlighting inland waterway transport as an attractive sector.
To achieve maximum visibility among the target audience, a display campaign within the Mediahuis network was chosen. The campaign targeted young people aged 18 to 25 throughout the Netherlands who were interested in career and educational opportunities.
By utilizing a display media package, the campaign could be continuously optimized throughout its duration. Based on performance metrics, additional focus was placed on the Rotterdam region, where engagement was demonstrably higher. This was a logical choice, given that the event itself took place in Rotterdam.
Through national publications such as De Telegraaf and various regional news outlets, the target audience was reached both on a national scale and with local relevance.
Results
The campaign achieved strong reach within the target audience and performed consistently throughout its entire duration. It generated over 404,000 impressions, more than 700 clicks, and an average CTR of 0.17%.
Smartphones were the primary device used in the campaign, generating both the most impressions and the highest number of clicks. The billboard format achieved the best results of all ad formats used, with a CTR of 0.28%.
The results were also notable from a geographic perspective. Rotterdam showed the highest engagement with a CTR of 0.31%, confirming the effectiveness of the optimizations targeting this region.
Thanks to its wide reach, De Telegraaf accounted for the largest share of impressions and clicks. In addition, regional titles such as Noordhollands Dagblad and Haarlems Dagblad also delivered strong performance with above-average CTRs.
Through a combination of targeted advertising, continuous optimization, and the broad reach of the Mediahuis network, the target audience was effectively reached and the visibility of Inland Waterway Day was successfully increased.
