Talpa Network: Bringing the Dutch Grand Prix to the 538 Listeners

Talpa Network is much more than just the media partner of the Formula 1 Heineken Dutch Grand Prix. “It is a partnership with which we can strengthen our position and that of the Dutch Grand Prix.” In this strategic collaboration, Talpa Network has put Radio 538 in pole position. “The event is close to the experience of the 538 listeners.”

Talpa Network is a media company with well-known brands SBS6, NET5, Veronica, Radio 538, Radio 10, Sky Radio, LINDA., STUK, VakantieVeilingen and ActievandeDag. Talpa Network reaches more than 90% of The Netherlands every week.

Around the table
During the phase in which the feasibility of the Dutch Grand Prix was investigated, Talpa Network was already involved as one of the six large family businesses and intended main supporter. The role of media partner was added later.

“At Talpa Network we use an open media strategy. This means that we look beyond the boundaries of our own brands and our network and are open to strategic collaborations. Partnerships with which we can strengthen our own position and that of the partner. And the collaboration with the Dutch Grand Prix is ​​a good example of this,” says Barry Masclee, COO Talpa Network.

Orange-domain
From Talpa Network, Radio 538 was linked to the Dutch Grand Prix as a billboard for the general public. “This event fits fantastically within 538’s philosophy of claiming the Orange-domain all year round. We do this with our partnership with the KNVB, with 538 King’s Day but also in Zandvoort,” explains Rein Hendriks, Team Lead Marketing Audio Talpa Network.

This visibility can be found in several places. With the 538 studio in the heart of the Fanzone, DJs, together with artists and fans, transfer the atmosphere and the orange madness to the listeners. 538 also reports the entire race weekend live via TV 538, social media and reports the atmosphere live from the event location. In addition, the 538 DJs are part of the overarching entertainment program and visitors can stay overnight in a 538 tent in the 538 Village, where more than 2.000 fans stay. A number of them can attend the race weekend thanks to 538 competitions. In this way, Radio 538 contributes to the complete festival experience of the Dutch Grand Prix.

Unique experience
From competitions on the radio and branded content campaigns on TV channels to social formats recorded at Circuit Zandvoort; Talpa Network ’embraces’ the partnership, as Masclee beautifully puts it. “We also have the opportunity to receive our relations in an exclusive setting and offer them a unique experience.”

The match between 538 and the Dutch Grand Prix is ​​obvious regarding him. “It is an unprecedentedly popular and well-organized event in The Netherlands that is attended by hundreds of thousands of visitors every year and is close to the experience of the 538 listeners. It is important for us to be associated with this and to have the opportunity to convey the great orange atmosphere of the event to the rest of the Netherlands.”