Linked@Linate
Strategic Intervention & Campaign
Client
Role
Strategy and communication design team
Duration
2 weeks | Live client project with Bain & Company and Politecnico di Milano | Group Project
Challenge
To change the perception of waiting time in an airport for passengers, further reducing idle time and frustrations pre-travel
Approach
To reframe dwell time, an inevitable part of the airport experience, we explored ways to make this time feel valuable and purposeful while seamlessly fitting into the existing travel journey and its required procedures
Strategic Intervention
The window between security and boarding is the moment the airport fully controls and for business travellers, it is currently unrealised.
Business travellers are in professional mode and frustrated by inactivity and human connection is both what makes the wait feel shorter and what creates the most professional value
The web campaign, developed in collaboration with LinkedIn, allowed users to scan and sign in to discover people around them with shared career interests.
By voluntarily opting in to share their visibility and agreeing to the privacy conditions, users can discover and connect with fellow travellers also waiting to board
Along with one-on-one interactions, Linked@Linate will conduct networking events at select F&B locations inside the airport
Connections can chat, choose a meeting point—including one of the pre-located Linked@Linate spots—and meet seamlessly, turning waiting time into a valuable part of the journey
What if, the dwell time between security and boarding was the most professionally enriching part of your travel journey?
Campaign specifics
Web App pilot programme between LinkedIn and SEA Linate
Partnerships with F&B locations within the airport for Linked@Linate events and meet-up spots for LinkedIn Premium members
Licensed model with Linate as the pilot programme
Linked@Linate
With Individual connections, you can build your network with ease while waiting to board
If the wait time is longer, you can also attend Linked@Linate events at select locations specifically curated for speedy networking
"stop waiting, start connecting"Â
