RRReis: From Strategy to Tender
Customer
The provinces of Gelderland, Overijssel, and Flevoland
Our role
Strategy
Deliverables
Consulting Plan
Bidding Documents
Date
2025–2026
How Strategy Became the Foundation for RRReis' Future
A strong digital platform doesn’t start with design or technology. It starts with strategy, buy-in, and the right foundation. That became immediately clear during the project we were commissioned to lead for RRReis on behalf of the provinces of Gelderland, Overijssel, and Flevoland.
What began as a strategic issue concerning digital infrastructure and procurement evolved into an intensive collaboration among various disciplines, stakeholders, and organizations.
Transportation providers, concession managers, marketers, and project teams needed to come together around a shared vision for a future-proof digital platform.
Whereas we normally participate in tenders as an agency, this time we were on the other side of the process. Not as a bidder, but as a strategic advisor and facilitator. A role that required analysis, structure, coordination, and the ability to reconcile diverse interests.
A future-proof platform for RRReis
RRReis is the umbrella brand for regional public transportation in the provinces of Flevoland, Gelderland, and Overijssel. OV-Oost, the public transportation partnership between the three provinces, identified a need to further expand the RRReis.nl platform. This raised one key question: How do we create a digital platform that is manageable, transferable, and future-proof?
The wish was clear
A single central entity responsible for the technical management of the platform, while also allowing room for further optimization and development. AlienTrick asked to draw up a well-reasoned strategic plan for the future of the platform, focusing on:
- the technical landscape,
- strengthening brand positioning,
- digital marketing, with a particular focus on marketing automation,
- digital asset management,
- and the appropriate procurement method.
In addition, we managed the entire process leading up to the tender and the eventual migration to new partners.
"When it comes to complex digital challenges, such as the ongoing development of the RRReis platform, success isn't just about technology—it's primarily about establishing a shared vision. A strong strategy provides direction, builds support, and clarifies complex decisions."
- Raymond, Strategy director atAlienTrick
Complexity calls for collaboration
A digital platform for public transportation involves many different stakeholders. Passengers, transit operators, state governments, technology, communications, management, and accessibility must all align behind a single, clear vision. The challenge, therefore, lay not only in technology or processes, but above all in establishing a shared direction.
How do you ensure that everyone is working toward the same vision? Which decisions truly enhance the passenger experience? And how do you prevent systems from taking precedence over user needs?
To gain a clear understanding of these insights, we began the process with a comprehensive assessment and analysis phase. Through desk research, surveys, strategic sessions, and interactive workshops, we identified needs, objectives, and challenges. This process involved not only the provinces but also transportation providers, concession managers, and various internal teams.
"During the analysis, it became clear that future-proofing goes beyond systems alone. It is precisely by effectively organizing knowledge, responsibilities, and decision-making that a platform is created that remains manageable, scalable, and transferable."
- Arne, Managing director Web and Software Specialist at AlienTrick
The RRReis Program
During regular feedback sessions and OV-Oost theme days, we presented our progress to keep all stakeholders informed throughout the process. Step by step, this helped create a shared understanding of the current situation, the desired future, and the entire customer journey of the RRReis traveler.
The project began in January 2025 with a kick-off meeting at the Provincial Government Building in Arnhem and continued through May 2026, when the second tender was successfully awarded. In various phases, we worked toward establishing a strategic and technical foundation for the future of RRReis. From assessment, analysis, and advice to the actual tenders and migration support. Throughout the project, we not only provided strategic advice but also guided the translation of these concepts into concrete tender documentation and evaluation criteria.
"The world of public transportation was new to us, but precisely because everyone brought their own expertise to the table, we were able to build a strong partnership. Our expertise in web development, software, and digital marketing complemented the knowledge of the provinces and transit agencies perfectly."
- Kelly, Senior Project Manager at AlienTrick
More than just a tender
What made this project unique was that it wasn’t about a single website or campaign. It was about creating the right conditions for long-term digital growth.
The tenders for the website, customer service, marketing automation, and the digital asset management system have now been successfully completed. RRReis’s new website is now live. But perhaps even more importantly, the organization now has a digital foundation on which to build.
Strategy Before Optimization
Complex digital projects require more than just technology or creative work. Especially within public organizations, success isn’t just about the end result, but above all about collaboration, buy-in, and clear decisions made early in the process. That is precisely where we see the power of strategic guidance: not building right away, but understanding first.
Because it is only when vision, technology, processes, and interests come together that there is room for real growth.
