Inspired by the interactive digital display Arcstream set up at Heathrow Airport, the marketing & communications team at St Pancras asked us to deliver an impactful display on a prime site on the Station concourse.
The location, 7 metres wide at the bottom of an escalator and round the corner from a main entrance, is seen by travellers as they alight from Eurostar trains. The team knew this was a great opportunity to promote the extensive retail and hospitality outlets in the station.
The brief was to create an eye-catching digital display, presenting a variety of messages, cost-effectively. Working closely with HS1 and Beyond London, the team at Arcstream looked at all options and agreed that a digital projection system offered the best solution.
Using 2 laser projectors blended over the 7-metre area, the digital display runs a variety of advertising messages, directing travellers to the multitude of concessions around the station. The communications team are now running a series of tests to understand the best creative and messaging to influence this key audience in the future.