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Over 80 million travellers land at Heathrow each year, with most heading into London, via established default routes such as the Heathrow Express and taxis. However, Transport for London’s (TfL) new Elizabeth line connection to Heathrow opened up a new efficient and sustainable option for passengers.

With a disparate audience arriving in often unfamiliar surroundings in a foreign country with a foreign language, TfL had to help travellers simplify their decisions at the airport and convince them to choose the Elizabeth Line over tried, tested, and trusted alternatives.

We used media as a signpost, to simplify travellers’ journeys. We combined data from across three complex API feeds, to serve real-time ads to all 42 screens across baggage reclaim, highlighting when the next realistically catch-able Elizabeth Line departure all delivered in travellers’ native language.

Flight arrival data informed the language of our messaging, based on the primary language of the departure airport; baggage arrival data informed the placement and timing of the ads; whilst National Rail data gave real-time data on Elizabeth Line arrivals and departures ensuring travellers were only shown trains they didn’t have to run for.