How to use keyword-domain?

I’m currently working at a company that hosts parties for families, and they have the number one domain for this (local translation of the words: family day) with the extension from my country (.nl) The goal is to be in the top 3 results in google with this word (familiedag), which should be possible since they have the best available domain.

In their current section, they have a page that is dedicated to this topic. Though, since we want the maximum result; we thought a separate site might be best.

Though, the question remains: How can we best utilize this domainname for benefit of this company?

By using it of course…put everything concerning the company under it. DONE.