Digital smart screens installed at the baggage carousels in Terminal 2 (T2) at London Heathrow Airport give passengers real-time updates on the price and availability of different transfer options into London including trains, taxis and coaches.
Developed as a joint venture between train-line operator Heathrow Express, media firm JCDecaux Airport UK and digital agency DOOH.com, the screens combine weather information with a user-friendly data feed coined the ‘journey comparison generator’.
Fraser Brown, director, Heathrow Express, said, “The aim of the journey comparison generator is to enable Heathrow passengers to get into London as speedily, easily and cheaply as possible. By harnessing many different sources of real-time data into one we are helping make this happen.
“Research shows Heathrow Express trains are three times faster than taxis and a quarter of the price. These screens show how that comparison varies minute to minute depending on traffic, weather and time of day.”
The screens at each baggage carousel will be translated to the main language of the arriving flight to further help with user compatibility. Further screens are to be installed across London Heathrow’s Terminals 3 (T3) and 5 (T5) later this year.
Alan Sullivan, managing director, JCDecaux Airport, said, “We are delighted to be such an integral part of this world-first proposition that has the ability to transform how brands communicate to passengers as well as to enhance travelers’ airport experiences.”
Andrew Newman, co-founder, DOOH.com, said, “Our mission is to help brands make campaigns smart and built around right-time messaging.”
