Thought leadership as a foundation
At the start of the collaboration, one goal was clear: to position Shuttel as a thought leader. Not by just talking about transport, but by setting mobility as a strategic HR theme. To achieve this, together with Shuttel, we have formulated clear objectives, defined key messages and identified target groups.
The core of the PR strategy consists of data driven storytelling: translating internal data into newsworthy brackets for the media. In this way, each campaign not only contributes to visibility, but also to authority.
Strategy in practice
The chosen strategy provides visible results. From interviews with national media such as BNR, Radio 1 and NRC to the front page of the AD and het Parool.
An example is the focus on Bike to work day, with the AD going big with Shuttel's figures about a 57% increase in bike rides to work. A story that is about sustainability, vitality and good employment, and is therefore perfectly in line with Shuttel's positioning.
Regional media also know how to find their way to Shuttel. Over the past year, for example, the company was approached several times by mobiliteit.nl to make a statement as a mobility expert. A clear sign that Shuttel is not only sending, but also being searched.
Continuing cooperation
“The cooperation with nxt agency is very pleasant, partly thanks to their craftsmanship and flexible, agile approach. Our PR manager, Iris Koning, is also incredibly proactive and knows how to include us in the entire PR process in a committed and clear way. This has led to great results, with visibility on the radio and in the newspaper, with a great PR value,” says Bart Horstman.
The collaboration resulted in a significantly high PR value and successful media publications in both 2024 and 2025. Reason enough for Shuttel to work together to continue — with the aim of further expanding the accumulated thought leadership position.
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