Amsterdam Dance Event (ADE) attracts around 400,000 visitors annually, but navigating between scattered venues throughout the city presents challenges for tourists. Our strategy aimed to address this by promoting public transportation as a preferable option over services like Uber.
We identified and tackled four key issues: confusion about the public transport system, perception of public transport as substandard, comfort concerns, and the inconvenience of traveling between venues.
Our solution transformed public transport into an extension of the festival experience through themed bus lines and creative activations during ADE.
1. Confusion about public transport
2. Perception of public transport as substandard
3. Comfort concerns
4. Inconvenience of traveling between venues
The ADE Pass & themed bus lines that turn public transport into a party experience with three dedicated routes: Techno, Drum & Bass, and House - running all night long between venues.
• Event tickets
• Venue directions
• City-wide deals
• OV-compatible transport card
• Easy-to-identify bus stops
• Party on the move
• Genre-specific buses (Techno, Drum & Bass, House)
• DJ sets during transit
• "Grandma style" comfort bus for media attention
• 24-hour operation during festival