26 SEPTEMBER 2016
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Heathrow Express is joining the #LondonIsOpen movement with the first dynamic advertising campaign to be translated into six languages. The train operator has loaded its new smart screens, situated in the baggage re-claim area at Heathrow showing live price and journey time comparisons between taxis and the airport’s train service to central London. Cantonese and five European languages are shown.
Heathrow Express analysed passenger arrival statistics and their own customer data and are using the most popular languages spoken by passengers. Top is German with approximately 3.2m speakers flying into the UK on an annual basis, followed by Spanish, Italian, Swedish, Cantonese and Finnish. The service will be monitored and reviewed with the plan to add more languages in 2017.
The multi-award winning Heathrow smart screens were a world first when installed in 2015. They combine real-time traffic; weather and Heathrow Express train service information into one user-friendly data feed, at the terminals’ baggage reclaim zones.
Following the success of these smart screens, Heathrow Express is using dynamic advertising screens, in English, in strategic transport hubs around the capital as part of its autumn ‘Back to Work’ campaign, which targets business travellers. The screens provide live journey time comparisons between taxis, tube and Heathrow Express from key locations including Kings Cross, Victoria and Liverpool Street stations.
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