Heathrow Express, digital out-of-home media agency DOOH.com and JCDecaux Airport UK have erected a ‘journey comparison generator’ at Heathrow Airport which combines real-time traffic, weather and train service information to help customers plan their journey to London.
Pulling together five layers of real-time data from TomTom, Heathrow Express, Google, the Highways Agency and the Met Office, the screens present passengers with the estimated time and costs, measuring up the benefits of using the rail link versus getting a black cab.
The campaign also employed GPS-focused technology to track real-time traffic on a map that displays the journey between the terminal and Paddington. The screens are present in Terminal 2, later to be adopted by Terminals 3 and 5, and will be translated to the dominant language of those on the arriving flight.
Fraser Brown, Heathrow Express director, said: “The aim of the ‘journey comparison generator’ is to enable Heathrow passengers to get into London as speedily, easily and as cheaply as possible. By harnessing many different sources of real-time data into one we are helping to make this happen.”
Andrew Newman, co-founder of DOOH.com, added: “Consumers through their smartphones are incredibly enabled with right information at their choosing. When it’s served up to them via advertising and by a brand, we have to do more to gain their confidence.
“By linking scheduling information, Google maps, a GPS feed, live clock times and road traffic accident alerts, this multi-layered approach gains the trust of the public, delivering relevant information that enhances their decision making.”
Currently, more than 100,000 passengers arrive at Heathrow Airport every day.