Connect with Passengers in Colour by Using Dynamic LED Solutions

When travellers and commuters are moving about cities on a daily basis, they are looking around for directions to their platform, train or flight. They are actively looking for information that will help them reach their desired destination. That’s where the opportunity exists to connect with them in a way that leaves a positive experience in their minds.

Using full-colour LED digital signage captures the attention of viewers and offers them a pleasant visual experience above and beyond the monochrome signage some are accustomed to in these applications. Stand out for your audience while helping them at the same time. This is where Daktronics shines.

LED display solution
Passenger Display System at SBB Geneva Airport, Switzerland

Daktronics LED displays bring light and attention to real-time information for passengers while also providing a solid source of return on investment with advertising opportunities. In some cases, the advertising can even reimburse owners for the cost of the displays.

As an example of this digital signage in a real-world environment, look no further than Schweizerische Bundesbahnen (SBB), Switzerland’s largest travel and transport company. SBB installed 50 Daktronics LED displays across 17 railway stations across Switzerland beginning in 2014, completing the final installation in 2018.

SBB was the first public transport company in Europe to introduce large-screen, central displays with LED technology of this scope across its network. It upgraded flip-digit displays to a full slate of LED displays that provide more flexibility, easier control and service, and clearer visibility of customer information in its railway stations.

Each station has a minimum of two displays and up to as many as eight displays to connect with passengers throughout the location with pivotal information and additional messaging. In many cases, railway information is constantly visible on half of the display in real time, while the other half shows weather updates, news and advertising. This mix of content allows the station to realise a return on investment from advertiser revenue while constantly showing the critical travel information to its passengers.

Passenger display system
SBB Luzern Bern train station, Switzerland

The display technology incorporates excellent image clarity and contrast with wide-angle viewing for travellers to easily see and comprehend the messages shown. The full-colour nature of these displays catches viewers’ attention for a pleasurable viewing experience, one that also appeals to advertisers. Having colour allows accurate representation of brand images and colours specific to brands and their products. Accurate colour reproduction helps emphasise a brand for a cohesive presentation from LED signage to their other video and print media efforts.

It’s important to note that manufacturing quality matters when looking for these types of displays in this specific transportation application. Not every technology can deliver to buyer expectations.

Rolf Bauer, Daktronics Regional Manager, said:

“This is a very exciting project for Daktronics and we are pleased to provide SBB industry-leading solutions to assist commuters in receiving up-to-date, accurate information.

“During testing phases, Daktronics was able to display everything the customer asked for and according to their specifications, providing them with confidence in our products. Daktronics will also provide SBB a lower total cost of ownership for the lifetime of the displays.”

Passenger information display
SBB Chur train station, Switzerland

Higher quality with lower total cost of ownership is the goal. After receiving a quality solution, it can pay for itself in advertising revenue and last for years before needing replacement. This technology even lowers the cost from high-maintenance flip-digit technology.

One of the often-overlooked features of the digital LED video solution is the entertainment factor. In addition to providing all the information and advertising necessary for the application, this flexible technology has the ability to create an ambiance and entertain passengers while they wait for their transportation to arrive. With the click of a button, content can be changed to captivating imagery to make the trip more enjoyable for those passing through.

With all of these features and capabilities combined, it’s easy to see why SBB selected the LED video technology for its railway network. It’s flexible, easy to use, provides a captivating picture and is an upgrade over the previously technology, not to mention the return on investment. The switch from flip-digits to LED displays was a simple choice that pays dividends.

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