Data-backed travel tool, Plan It, launched recently to provide London Underground travellers with the quietest time and routes for their journeys.
The tool has been developed by Out of Home [OOH] media specialist Talon Outdoor and is powered by its Data Management Platform [DMP], Ada, to give consumers peace of mind when they are planning their commute following the latest social restrictions.
This innovative journey planning application is designed to ease travel anxieties and enable people to better understand their chosen route, from start to finish. Talon created a unique insights model to ensure that station scores are reflective of the entire trip, setting it apart from other travel planning tools. These scores are generated at 30-minute intervals throughout the day to optimise for accuracy.
This second-generation tool was developed on the back of Talon’s Covid insights tracker, originally launched in 2020 to report on ever shifting movement patterns throughout the UK. Plan It takes this capability one step further by allowing travellers to make use of rich data sets to directly inform and adapt their daily commutes.
James Copley, UK CEO at Talon Outdoor commented: “We’re excited to launch Plan It, giving travellers using the London Underground network the ability to plan their journeys around quieter periods with more confidence. The tool provides peace of mind for commuters who may experience travel-related anxieties, or who wish to avoid peak hours for ease.
“Using Plan It, people can now be more certain of the type of journey they can expect, giving users control over their travel experience.”
Plan It aggregates data from three parts of the journey: the start station, the tube/train, and the end station. It then attributes a score between 1-10 for the entire journey, with 10 being the quietest and is consistently updated to provide consumers with the latest information. The tool scores and ranks the top 90 per cent of stations with plans to expand the network soon.
Already available in London after launching on December 17, 2021, Plan It will become available in Manchester, Birmingham, and Edinburgh in 2022.
Talon Outdoor is a truly independent Out of Home media specialist and the leading player in the OOH agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications for clients. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients and media partners.
Talon manages the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with others including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.
Talon has offices in London, Manchester, New York and several other US cities, plus Frankfurt, and has built an OOH planning and buying network covering US, Europe, Asia and Latin America spanning 75 markets.
Image provided by Talon Outdoor