Aim: To provide a strategic assessment of the incumbent advertising agent, evaluating whether our client should retender the contract and providing initial design concepts for the future advertising at Milan Linate.

Process: We worked with the airport Commercial team to review and assess the existing advertising contract and inventory, and advise on a future strategy for development of digital, exterior advertising and experiential. This involved visiting the airport, interviewing the commercial team, speaking to media agencies in the region and providing a detailed report with a full commercial evaluation. We also detailed initial design concepts for the exterior advertising portfolio and Milan Linate Airport drawing on themes of fashion and technology.

Outcome: The advisory piece provided SEA Milano with expert advice to take to the SEA Board to recommend future strategy, maximising income for the next 5-10 years.