Over the years, the various inspiration brands of Dutch railway operator NS –
including the loyalty magazine SPOOR, nsfavourites, Spoordeelwinkel and Treinpakkers – resulted in a fragmentation of content across various channels. To create a bigger impact, in 2022 MPG developed a new future-proof brand and content strategy together with NS.
What did we want to unlock? | Unlocking full potential
Over the years, the various inspiration brands of Dutch railway operator NS – including the loyalty magazine SPOOR, nsfavourites, Spoordeelwinkel and Treinpakkers – resulted in a fragmentation of content across various channels.
To create a bigger impact, in 2022 MPG developed a new future-proof brand and content strategy together with NS. The brands were brought together under a recognisable new label: NS Dagje Uit (NS Day Out). On this cross-media platform, travelers can find clear, stimulating content, travel information and NS deals.
The content, which appears on the channels NS.nl/dagjeuit, screens in train carriages, digital and print magazines and the NS Dagje Uit social channels, contributes to NS objectives.
Everything was based on data and previous learnings.
What was our typical Matter approach? | Data & tech meets creativity
Based on the search behavior of people in the Netherlands concerning travel and leisure, we mapped out the needs of the target group and developed the content formats, determined the content themes and optimized the channels.
Everything was based on data and previous learnings. For example, content migration was based on top-scoring articles and extensive SEO research. We based the restyling of the (UX) design for the various channels on established principles that promote user-friendliness and are in line with NS guidelines.
We tested the detailed creative design directions using neuro-research and eye tracking. The choice of the name NS Dagje Uit was also determined on the basis of qualitative research with the help of a target-group panel.
What did we discover? | Data & tech meets creativity
The NS target group needs clarity, service and concrete information. On NS Dagje Uit, the content is service-oriented, image-driven and always contains a great call to action.
In a nutshell, you get help to make a day (or night) out easier, more surprising and more fun. You can get away without any hassle. In this way, we contribute to winning back passengers, we tempt car drivers to opt for public transport more frequently, and we unburden NS with results-oriented cooperation.
What was our solution? | Content solutions
NS Dagje Uit is the inspiration and activation platform of NS. NS Dagje Uit helps travelers to choose and organize trips so that they can enjoy an optimal experience.
NS arranges this for you from door to door with its attractive offers. The solution is a recognizable and attractive platform. The content distribution is arranged in such a way that it is always there when the target group needs it, and the inspirational content is always (where possible) linked to an NS offer.
Via a newsletter, (digital) magazine and articles on ns.nl/dagjeuit. NS Dagje Uit answers the traveler’s search query with inspirational, seasonal ideas, offering service before, during and after a day out in a single fresh, clear formula.
We develop the content for NS according to our headless approach. From a single story and associated content assets, we develop content items for multiple channels. Efficient and effective, with optimal results.
Numbers don’t lie! | Unlocking full potential with data
Since the launch of the new NS Dagje Uit brand, NS-owned channels have experienced healthy growth. For the online platform, the SEO strategy has paid off, and we see 40% of the traffic coming in through Google. This is followed by the newsletter (35%), an important distribution channel that contributes to the visits. Since the relaunch in October 2022, the NS.nl/dagjeuit website has had an average of 181K visitors per month.
NS Dagje Uit magazine is rated positively by recipients of both the digital (7.4) and the printed version (7.4). NS Dagje Uit is seen as an inspiring magazine that people look forward to. Readers appreciate the content and call it relevant, varied and interesting. The first edition of the new digital magazine had 243K visitors and the accompanying print magazine was distributed to 440K subscribers.
