Heathrow Express is joining the #LondonIsOpen campaign with the first advertising campaign to be translated into six languages. The train operator has loaded their smart screens, which are situated in the baggage re-claim area at Heathrow and show live price and journey time comparisons between taxis and the airport’s train service to central London, with Cantonese and five different European languages.
Fraser Brown, Heathrow Express director said: “We want to extend a warm welcome to visitors from across the globe, for whom English is not the first language, by providing them with useful information in their own language to help them make the fastest and cheapest choice of onward travel. Heathrow Express is and always has been, an outward looking company, readily able to engage internationally. Our updated screens completely align with Mayor Sadiq Khan’s campaign that #LondonIsOpen and we are keen to support it.”
Heathrow Express analysed passenger arrival statistics into the airport and their own customer data and are using the top languages spoken by Heathrow Express passengers. Five out of the six top languages are European, with an approximate 3.2 million German 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 that more languages will be added in 2017.
The Heathrow smart screens installed in 2015 combine real-time traffic; weather and Heathrow Express train service information into one user-friendly data feed, at the terminals’ baggage reclaim zones.
Andrew Newman, CEO and Co-founder of DOOH.com, who devised and implemented the technology for the smart screens said: “With a direct link to Heathrow airports’ air traffic control and baggage carousel assignment for each flight, the ad campaign now rotates through both English and the arriving flights language at just the right time when passengers arrive to pick up their bags.”