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Motivating Kids to visit the twelve provinces of the Netherlands

Motivating Kids to visit the twelve provinces of the Netherlands



The NS introduced the ‘Kids Vrij’ (Kids Free) season ticket, which allows children between the ages of 4 and 11 to travel for free when supervised by an adult. The NS set a goal to motivate children under the age of twelve to see each of the twelve provinces in the Netherlands. By introducing a teaching package and an online travel program called ‘NS Treinbattle’ (NS train battle), the NS wants kids to become acquainted with all corners of the country. Glasnost was asked to raise awareness for the children’s teaching package, and find a suitable way to introduce it.



  1. Familiarize children, teachers and parents with the availability of the teaching package
  2. Stimulate the use of the Kids Vrij season ticket by introducing children the twelve Dutch provinces


  1. Children in Elementary and Middle school are a difficult group to reach. In order to increase the awareness of the teaching package, Glasnost decided to collaborate with the famous Dutch vlogger Vincent Dik who’s vlogs reach a large group of children aged 8 to 15. As part of the teaching program, children were asked to give tips on their own towns that were transformed in an online travel guide made by children, and designed for their own use. In a vlog, Vincent showed his fans around his favorite places in Amsterdam and called out to the kids to do the same and sign up for the NS Treinbattle.
  2. For the national introduction, Glasnost’s advice was to teach the first lesson to a class in the new arrival hall at Utrecht Central Station. The interactive lesson was given by Sipke-Jan Bousema, guided by several fun games, such as guessing silly town names and putting together a list of tips in Utrecht.


Vincent’s vlog was viewed over 40,000 times. There was a flood of subscriptions for the NS Treinbattle (online travel program on YouTube and part of the NS teaching package). In total, there were 18 articles published online and in print media, including De Telegraaf, het Algemeen Dagblad and ANP video.


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