Case Study: Stad Antwerpen encourages smarter travel during roadworks with The Parlor’s radio campaign

Stad Antwerpen promotes smarter travel during 2016 roadworks with The Parlor

The customer Stad Antwerpen faced a challenge during major roadworks, needing to encourage motorists to check its mobility platform and choose smarter travel routes without resorting to anti-car messaging. The vendor The Parlor was engaged to develop a communication strategy that would make this behavioral change feel relevant and easy to act upon.

The Parlor developed a radio-led campaign featuring imaginative audio scenarios to capture attention and redirect listeners to the Slim naar Antwerpen platform. The solution translated a complex mobility context into accessible public messaging, successfully supporting the platform's launch and visibility. The campaign gave the city an engaging way to encourage route-checking and alternative travel behavior during a period of major disruption.

Stad Antwerpen