{"id":26092,"date":"2026-08-19T17:03:44","date_gmt":"2026-08-19T15:03:44","guid":{"rendered":"https:\/\/onder.nl\/?post_type=cases&#038;p=26092"},"modified":"2026-08-19T17:04:57","modified_gmt":"2026-08-19T15:04:57","slug":"digital-pr-campaign-focusing-on-school-trips-for-hellobus","status":"publish","type":"cases","link":"https:\/\/onder.nl\/en\/cases\/digital-pr-campagne-rond-schoolreisjes-voor-hellobus\/","title":{"rendered":"Digital PR campaign focusing on school trips for HelloBUS"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"background:linear-gradient(135deg,rgb(238,238,238) 100%,rgb(169,184,195) 100%)\">\n<h2 class=\"wp-block-heading\">At a glance<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Challenge<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>HelloBUS wanted to strengthen the domain\u2019s online authority with high-quality backlinks<\/li>\n\n\n\n<li>We were looking for a relevant topic that would appeal to schools that book coach transport for school trips<\/li>\n\n\n\n<li>The campaign had to be newsworthy enough <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>9 media placements, including 8 regional placements<\/li>\n\n\n\n<li>4 high-quality dofollow backlinks and 5 online mentions of HelloBUS<\/li>\n\n\n\n<li>Visibility amongst the target audience on Google and AI-generated answers regarding the costs of school trips<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\"><br>Starting point<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">HelloBUS is an online booking platform for coach travel. It was founded in 2021 based on the idea that hiring a coach should be accessible to everyone and should be a quick and easy process.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HelloBUS focuses, amongst other things, on schools that book coach transport for school trips. For this target group, the cost of a school trip is a key consideration. As well as transport, schools must take into account the admission fee and the type of destination they choose.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There was no comprehensive overview of the average cost of school trips in the Netherlands. Nor was it clear how significant the differences between provinces and types of trip would be. This formed the starting point for a digital PR campaign centred on the question: how much does a school trip cost in the Netherlands?<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The approach<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">A topic of interest to the target audience<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In digital PR, a campaign begins with a topic that is both relevant to the target audience and interesting enough for the media. For HelloBUS, the focus was on the costs of school trips. Schools want to know in advance how much a destination will cost and what differences exist between provinces and types of trip.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was expected that there would be clear differences in the range, prices and accessibility of school trips from province to province. This provided scope for a campaign with both national and regional angles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The key question was:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>How much does a school trip cost in the Netherlands, and where are the biggest price differences?<\/strong><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">286 school trips recorded<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">To answer the key question, Onder compiled a list of 286 one-day school trips in the Netherlands. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The data was collected and verified for each destination. The prices were based on the lowest admission fee per pupil found. Additional costs, such as transport, food and drink, were not taken into account. This allowed the various destinations to be compared as fairly as possible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Compare different types of days out<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">To make the results easier to understand, the school trips were divided into categories.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The average admission price per category was then calculated. The results showed clear differences between the types of outings.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Category<\/th><th>Average cost per pupil<\/th><th>Number of outings<\/th><\/tr><\/thead><tbody><tr><td>Playground<\/td><td>\u20ac 9,87<\/td><td>114<\/td><\/tr><tr><td>Education<\/td><td>\u20ac 8,24<\/td><td>84<\/td><\/tr><tr><td>Zoo<\/td><td>\u20ac 11,68<\/td><td>27<\/td><\/tr><tr><td>Attraction<\/td><td>\u20ac 14,32<\/td><td>27<\/td><\/tr><tr><td>Active<\/td><td>\u20ac 16,52<\/td><td>34<\/td><\/tr><tr><td><strong>Total<\/strong><\/td><td><strong>\u20ac 10,88<\/strong><\/td><td><strong>286<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Educational outings proved to be the cheapest on average, whilst active school trips had the highest average admission price. Interesting differences also emerged between provinces. For example, Drenthe emerged as the most expensive province for school trips and Friesland as the cheapest.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Building the research page<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The results were compiled on an interactive landing page about the costs of school trips on the HelloBUS website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Visitors were able to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Check the average price of a school trip<\/li>\n\n\n\n<li>Compare school trips by province<\/li>\n\n\n\n<li>Compare different types of days out<\/li>\n\n\n\n<li>View destinations and admission prices on an interactive map<\/li>\n\n\n\n<li>Gaining an understanding of how the data was collected<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The landing page played a key role in the digital PR campaign. For schools and other visitors, it served as a practical source of information when planning a school trip. For journalists, the page provided a source of factual content, including figures and supporting evidence, to which they could refer.<\/p>\n\n\n\n<div id=\"tf-image-block_61a68d25235e28cb73d6f51d33fbf861\" class=\"block100 tf-image alignfull tf-image-fullwidth\">\n\n    \n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus.jpg\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus.jpg 1366w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus-460x372.jpg 460w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus-1100x891.jpg 1100w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus-768x622.jpg 768w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus-15x12.jpg 15w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/digital-pr-visual-in-local-focus-110x89.jpg 110w\" sizes=\"(max-width: 1366px) 100vw, 1366px\" alt=\"Digital PR and Visuals: A Local Focus\" loading=\"lazy\">\n\n    \n    <div class=\"clearboth\"><\/div>\n\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Identifying local perspectives<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Based on the results, Onder developed various newsworthy angles. Rather than sending a single, generic press release to all media outlets, the stories were tailored to the journalist\u2019s target audience and region.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign focused, amongst other things, on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Websites and media for parents<\/li>\n\n\n\n<li>Onderwijsmedia<\/li>\n\n\n\n<li>Websites about cultural education<\/li>\n\n\n\n<li>Media coverage of attractions and theme parks<\/li>\n\n\n\n<li>Regional news media<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Specific provincial angles were used for regional media. This enabled journalists to publish a story that was directly relevant to their own readers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Objectives and results<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The aim of the campaign was to raise the profile of HelloBUS amongst relevant target groups and to secure high-quality backlinks from media outlets covering the topic of school trips.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The digital PR campaign yielded the following results:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>8 placements<\/strong> in the regional media<\/li>\n\n\n\n<li><strong>1 placement<\/strong> on a website for mums<\/li>\n\n\n\n<li><strong>4 dofollow backlinks<\/strong> of qualitative domains<\/li>\n\n\n\n<li><strong>5 online mentions<\/strong> from HelloBUS<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The publications not only raised the profile of HelloBUS.nl amongst potential customers, but also strengthened its external authority. The four dofollow backlinks contributed to the website\u2019s link profile. The five mentions also generated additional online visibility around a relevant topic within the target audience. HelloBUS also featured in AI-generated answers to questions about the costs of school trips.<\/p>\n\n\n\n<div id=\"tf-image-block_3d6347c9ad1f811ce18f2e2aedb38300\" class=\"block100 tf-image alignfull tf-image-fullwidth\">\n\n    \n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2.jpg\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2.jpg 1372w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2-460x408.jpg 460w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2-1100x975.jpg 1100w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2-768x681.jpg 768w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2-14x12.jpg 14w, https:\/\/onder.nl\/site\/uploads\/2026\/08\/12_results_visual_2-110x97.jpg 110w\" sizes=\"(max-width: 1372px) 100vw, 1372px\" alt=\"digital PR campaign\" loading=\"lazy\">\n\n    \n    <div class=\"clearboth\"><\/div>\n\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Why this digital PR campaign worked<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The strength of the campaign lay in the combination of a recognisable target audience question, a concrete study and a clever adaptation to various news stories.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The cost of a school trip is a matter of interest to schools, parents and the education media. At the same time, price differences between provinces and destinations are of sufficient interest to regional journalists. By analysing the results in various ways, the outcome was not a single story, but a series of specific perspectives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The landing page also played an important role. The page provided journalists with a central resource containing supporting evidence, figures and interactive information. This enabled them to base their articles on more than just a press release.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With a digital PR campaign focusing on the cost of school trips, <a href=\"https:\/\/hellobus.nl\/\" data-type=\"link\" data-id=\"https:\/\/hellobus.nl\/\" target=\"_blank\" rel=\"noopener\">HelloBUS<\/a> to generate relevant media coverage and high-quality backlinks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The survey of 286 school trips formed the basis for the campaign. Onder compiled the admission prices by destination, category and province, and incorporated the results into an interactive landing page. The insights were then translated into press releases with various angles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign resulted in nine media placements. This enabled HelloBUS not only to build visibility amongst its target audience, but also to enhance the website\u2019s external authority.<\/p>","protected":false},"author":21,"featured_media":26113,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"rank_math_title":"","rank_math_description":"Voor deze digital PR campagne brachten we 286 schoolreisjes in kaart en vertaalden de uitkomsten naar nieuwswaardige landelijke en regionale verhalen.","rank_math_canonical_url":"","rank_math_robots":[]},"class_list":["post-26092","cases","type-cases","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/26092","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/types\/cases"}],"author":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/users\/21"}],"version-history":[{"count":3,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/26092\/revisions"}],"predecessor-version":[{"id":26114,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/26092\/revisions\/26114"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media\/26113"}],"wp:attachment":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media?parent=26092"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}