1. Strategy
  2. Concept
  3. Videotrailer
  4. Production podcast
  5. Distribution strategie
  6. Media buying

Like no other ANWB (Dutch Touring Club) knows where to find the most beautiful places in the Netherlands. With the podcast Verborgen Verhalen (Hidden Stories) the brand shows in a surprising and original way that adventure can be found just around the corner. With this podcast ANWB also shows that it is able to connect with new target groups, through inspirational stories.


ANWB has existed for over 135 years and is deeply anchored in Dutch society, with 4.5 million members. Most Dutch people know the ANWB mainly from the roadside assistance and signage. The brand is therefore mainly seen as practical and functional. This is especially the case with younger target groups under the age of 35. They do not see that ANWB is an innovative, contemporary, and inspiring brand.

For example, ANWB knows better than anyone what the best places are in the Netherlands for outdoor activities. The organization shares this knowledge through various channels, but it seems to be challenging to reach younger target groups.

Big idea.

ANWB has the ambition to profile itself as innovative and contemporary. Publishing an owned branded podcast fitted perfectly with this brand strategy. The medium podcast develops quickly and is on the rise, particularly among the target group that's important for ANWB.

Airborne developed a format that makes smart use of the podcast laws and in which a mystery is unraveled in every episode. These mysteries are associated with specific places in the Netherlands: stories that, in some cases, have been word-of-mouth for centuries. From hidden treasures in the North Sea to a giant deer in the forests of the province of Drenthe.

In this way, ANWB proves to be an expert in the Netherlands. Not by giving tourist tips, as it already does through other channels, but by telling inspiring stories. It also stimulates listeners to go outdoors. After listening to Verborgen Verhalen, it is only more fun to discover that one place.


Verborgen Verhalen is one of the best-listened podcasts in the Netherlands, where the sender is a brand. It managed to attract tens of thousands of listeners and reached a top position in the Dutch podcast charts.

In this way, ANWB came in the sight of a target group that normally doesn't see much of the brand. Listeners responded almost unanimously positive and with enthusiasm to the series. The consumption ratio and the percentage of listeners who subscribe to the podcast is therefore unprecedented high. The mission to position ANWB as an innovative and inspiring brand has thus been successful.

Mysteries in the Netherlands unraveled


Consumption ratio

Nr. 2

Top position in the Dutch podcast charts

4,5 ☆☆☆☆☆

Unanimously positive reviews from listeners


Nice, interesting podcast! Now listening to the episode about the Bokkenrijders with a view of Rolduc Abbey, it really brings it to life!

Make hundreds more!

Truly the best podcast out there. Pascal takes you to places with a special history. A real joy to listen to. Hope there are hundreds more to come.

Relaxed and interesting

Nicely told, nice to listen to and you also learn something from it.

Definitely a must

What a nice discovery, this podcast. Definitely a must. Look forward to more stories