Smart screens have been installed at Heathrow Terminal 2’s baggage reclaim zones showing passengers live price and journey time comparisons between taxis and the airport’s express train service to central London.
Heathrow Express, digital out-of-home media agency DOOH.com and JCDecaux Airport UK have worked in partnership to create the ‘journey comparison generator,’ which combines real-time traffic, weather and train service information to help customers make the best choice for their onward travel.
It uses a moderation engine produced by DOOH.com, formerly known as Enigma, to pull together five different layers of real-time feeds from TomTom, Heathrow Express, Google, the Highways Agency and the Met Office.
The screens present passengers with the estimated time and costs at the exact moment they would use the express rail link to reach central London versus getting a black taxi. Along with displaying the time of the next Heathrow Express train, the campaign also employs GPS-focused technology to highlight real-time traffic on a map that displays the journey between the terminal and Paddington. London Underground options are not included in the calculations.
The product will soon be multilingual as the screens on each baggage reclaim carousel will be translated to the main language of people on the arriving flight. It will also be installed across Heathrow’s Terminals 3 and 5 later in the year.
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