Stansted Express advertising to provide passengers with real-time travel comparison information

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Out of home (OOH) advertising agency DOOH.com has partnered with creative agency LIDA, part of the M&C Saatchi Group network, to install a series of smart digital billboards at London Stansted Airport, providing travel comparison information between the Stansted Express rail service and alternative routes in and out of London.

Neil McKenney, managing partner, DOOH.com, said, “Applying live data is a fantastic way of turning an otherwise general advert into a functional utility that saves passengers time and effort during what is often a stressful part of their journey. Using our platform, it becomes easy to infuse digital OOH ads with the ability to function in the same way as a web page.”

The digital screens are positioned at the baggage reclaim area of Stansted Airport, providing passengers with live journey time comparisons between car, coach and the Stansted Express train service to London Liverpool Street station – all powered by real-time data.

Stansted Express delivers an average journey time to Liverpool Street of 47 minutes, with departures every 15 minutes during the day, and 30 minutes in the early morning and late evening.

Chris Ford, marketing and digital manager at Stansted Express, said, “We appreciate this part of the journey is a fine balance of excitement and frustration for passengers, particularly as navigating transfer options can be tricky.

“By harnessing different sources of real-time data into one we can provide reliable and digestible information to help customers make informed decisions on how to get to and from central London.”

The project was jointly devised and created by Stansted Express, LIDA and DOOH.com, with ads appearing on media owner Primesight’s Digital Arrivals Network and Digital 6-sheets.

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Dan joined Passenger Terminal World in 2014 having spent the early years of his career in the recruitment industry. As assistant editor, he now produces daily content for the website and supports the editors with the publication of each exciting new issue. When he’s not reporting on the latest aviation news, Dan can be found apprehensively planning his next DIY project.

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