How we helped attract 2 million visitors to Open Monument Day 2024 through online campaigns

Our challenge was to significantly increase visitor numbers through a refreshed marketing approach and to guide the target audience from the initial point of contact to actual participation.

Our strategy began with mapping out a structured customer journey that gradually built excitement for the event among the target audience in a logical way. To this end, we created two separate landing pages: one providing general information about Open Monument Day and one where visitors could plan their own route.

To promote these pages, we used Meta Ads (Facebook and Instagram) and Google Ads. First, we directed visitors via adverts to the general information page. We then retargeted them with personalised content that linked to the route planner page, where they could plan their own route between the various monuments. Thanks to these targeted adverts and personalised content, visitors became increasingly engaged with the event.

The campaign was further supported by visually striking content on social media. We used images from previous editions to set the mood and created eye-catching carousels to showcase iconic castles and monuments. The focus here was on visual content via Meta. The adverts emphasised that the event was free and helped to lower the barrier to participation.

Open Monument Day is made possible in part by partners such as the VriendenLoterij and the Restauratiefonds, and its social aim is to introduce as many people as possible to cultural heritage. That is why we deliberately focus on targeted advertising, so that younger and less obvious target groups are also encouraged to take part.

In our adverts, we also highlighted the special opening of Open Monument Day in Hilversum, featuring guest speakers and activities. By showcasing this grand opening as a unique selling point (USP), we ensured the event remained top-of-mind and increased its visibility.