CASE STUDIES
B2B LinkedIn Strategy for Aspire Lounges (Swissport)
Aspire Lounges, the premium airport lounge brand operated by global aviation services group Swissport, serves 5.2 million customers across 82 lounges in 22 countries.
Despite this scale, the brand’s LinkedIn presence was not working effectively for its B2B audience — the corporate travel buyers, airline partners and business development prospects that represent its primary commercial growth opportunity.
Brief
GT was engaged to develop and deliver a structured B2B LinkedIn strategy: repositioning Aspire Lounges as a credible voice for corporate and premium travel decision-makers, generating leads, and building a content approach that would focus on B2B audiences without compromising its B2C audiences.
Approach
There was need to create a strategy to bridge the under-served B2Baudience – and to drive leads –across social media.
LinkedIn would be the principle social channel to achieve this. Previous LinkedIn content had been sporadic, with a mix of corporate andB2C posts.
How to build a B2B LinkedIn strategy for a corporate brand
The project focused on strengthening LinkedIn as a strategic growth channel through a structured and insight-led approach.
This began with comprehensive digital audience intelligence to better understand target segments.
Visit full social media servicesThis was followed by a detailed LinkedIn Audit and Competitor Analysis to identify gaps and opportunities.
Based on these findings, GT developed clear profile repositioning recommendations to enhance credibility and relevance.
Alongside this, we created a LinkedIn Content Strategy designed to effectively balance both B2C and B2B audiences, ensuring consistent engagement across key stakeholder groups.
To support business development objectives, we also recommended a targeted LinkedIn Paid Strategy focused on reaching high-value B2B audiences.
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