Encouraging NS season ticket holders to take the train more often, from day trips to weekend trips, and to make a positive contribution to the brand image and brand loyalty.
Hearst Create developed and produced various content projects for NS, including #nsfavourites, SPOOR Kids and SPOOR. The latter is the magazine for all NS subscribers and appears five times a year with a circulation of 1.3 million copies. SPOOR is the longest-running and best-performing content and loyalty campaign within NS. The magazine contains a clever combination of qualitative inspiration, attractive offers and company information, with travel tips, background articles, interviews with employees and news about culture, nature and outings in all kinds of cities. In short: NS customers receive all the necessary information and inspiration to plan their perfect journey. They also get a look behind the scenes. This creates more ties with the NS brand and more understanding of the operational challenges of the transporter. Exclusive reader offers in the attached “discount booklet” lead directly to conversion for NS – in stores and online – and its commercial partners.
Reader research (by MediaTest) shows that the chosen content strategy for SPOOR is very effective, especially within the upper age segments of the intended target audience: 40+ and 60+. 395,163,000 additional kilometres were covered which are directly attributable to the contents of SPOOR.
- 93% effective reach (national benchmark: 66% for comparable campaigns).
- 70% of readers read at least 50% of the magazine.
- 47% rated the magazine as 8 out of 10 or higher (general rating).
- 30% of readers travel as a direct result of the inspirational content.
- 42% of readers use one or more exclusive offers in the magazine.
- 70% of recipients feel more appreciated by NS because of SPOOR.
- 68% of recipients think SPOOR deepens their relationship with the brand.
- 78% of readers say they would miss SPOOR if discontinued.
- Concept development
- Content creation
- Contact with parties for offers
- Final editing
- Producing (cover) shoots
- Image selection
- Layout design
SPOOR has received 15 (international) awards and nominations, including:
- Best Content Marketing ROI / Measurement Program at the 2017 CMAs in Cleveland
- Best Client & Agency Collaboration at the Digiday Content Marketing Awards Europe 2017
Is achieving the best content marketing results also high on your agenda? Don’t hesitate to contact us. We are happy to discuss the possibilities for your brand.