More than 1,000 visitors at Easter thanks to smart campaigns

Stoomtrein Goes-Borsele takes visitors on a nostalgic train journey through the Zeeland landscape. Powered by more than 200 volunteers, they run atmospheric rides, themed days and events throughout the season.

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More than 1,000 visitors at Easter thanks to smart campaigns

Visible growth in visitor numbers

Smart use of paid search and paid social

Campaigns aligned with seasonal moments

About Stoomtrein Goes-Borsele

On the right track: visibility at full steam

Stoomtrein Goes-Borsele wanted to generate more visibility for its unique events and themed days. They brought in Addmark for support with organic and paid social. With a strategic approach, impressive results were achieved in a short time. Among other things, a clear content calendar was developed, split into recognisable categories with a fixed posting frequency per week. This structure provides consistency and continuity, significantly increasing visibility on social media and keeping the brand recognisably in front of the target audience.

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Smart campaigns, big impact

From reach to reservations

With appealing visuals and targeted promotions on social media, the events and themed days were brought to the timelines of thousands of potential visitors. That resulted not only in more visibility and clicks, but above all in more reservations. Where the season started with 167 visitors on the first weekend, more than 1,000 passengers were welcomed by Easter alone. Mother’s Day was also a resounding success: all 60 seats on the train were booked, a clear increase compared to the 48 seats the year before. This shows what targeted campaigns with a clear strategy can achieve. Thanks to smart targeting, continuous optimisation, a clear content structure and measurable results, we worked together to fill trains and create enthusiastic visitors and happy volunteers.

Approach

Targeted campaigns for measurable success

With a structured approach and precise planning, we always get the best results from our paid social campaigns. By carefully planning every phase, from strategy to optimisation, we make sure the ad budget is used efficiently and the objectives are met. How do we do that? We explain it in 5 essential steps.

A successful paid social campaign starts with strong strategic preparation, laying the foundation for achieving the goals. First, the objectives are defined, such as increasing brand awareness, driving engagement or generating leads. Next, we analyse the target audience to understand their characteristics and online behaviour, so the campaign can be tailored accordingly. Based on these insights, Addmark selects the most suitable social media channels and sets the ad budget and KPIs, so performance can be continuously optimised.

With a clear strategy in place, Addmark starts creating strong campaign content. We develop a powerful concept and a message that fits the target audience and campaign goals. This includes designing visual content such as images, videos and carousels that grab attention. We also write compelling ad copy with the right tone and call to action to reach the target audience effectively.

After the campaign is created, technical implementation follows, getting everything ready for launch. The campaign structure is set up carefully, with ad accounts, campaigns and ad groups that align with the strategy. We then set up targeting using demographic data, behavioural targeting and lookalike audiences to reach the right people. Finally, we implement tracking tools such as the Facebook Pixel and UTM tags, so performance can be measured and optimised accurately.

Once the ads go live, monitoring begins to track performance closely. Every week we analyse budget spend, Click-Through Rate (CTR), conversion rates and other KPIs. Where needed, we adjust the campaign by optimising ads, shifting budgets or fine-tuning targeting settings for the best result.

Once the campaign is running, Addmark analyses the data to identify opportunities for optimisation. Based on A/B tests, audience analyses and ad performance, we make targeted improvements. Regular reporting provides insight into the results and helps refine the strategy. This ensures each new campaign cycle becomes more effective and efficient.

Easter brunch & Mother’s Day

Successful results

The themed posts around the Easter brunch and Mother’s Day are among the best-performing content of this season. The Easter brunch post achieved 9,397 views, a reach of 7,130 and 58 clicks on the link. The Mother’s Day post also performed excellently, with 8,441 views, a reach of 6,448 and 34 link clicks. Notably, a large share of non-followers was reached: 68% at Easter and 65% at Mother’s Day. These results show that the posts around the themed days not only appeal to existing followers, but also attract a new audience, and of course that the campaigns are behind these great results.