Cannes Lions

Pre-Check Express Lobby

DELTA AIR LINES, Atlanta / DELTA AIR / 2022

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Overview

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Credits

Overview

Background

We wanted to give our customers more time to enjoy travel through a seamless experience from end to end, so we created a new digital identity-enabled experience in Atlanta for customers with both the Fly Delta app and a TSA PreCheck membership. This new option all customers to travel from curb to gate, hands- and device-free.

With just one look at a camera, customers can use their “digital identity” to check a bag, pass through TSA PreCheck security and board their flight. A customer’s digital identity is made up of their SkyMiles Member number, passport number and Known Traveler Number.

This was made possible by an exclusive partnership with TSA PreCheck – through Summer 2022 – ATL is the first to feature the full end-to-end solution for domestic customers.

Idea

A state-of-the-art, first-of-its-kind express lobby and bag drop was the latest step in our commitment to listening and innovating for our customers.

The new space allowed customers to quickly verify their identity via a hands-free facial scan, print and attach a bag tag from a self-serve kiosk, and place their bag on the conveyer.

Experimentation with lighting, logo positioning, and textures created an elevated and dynamic space that mirrored the new elevated end-to-end experience.

A crisp white backdrop, with bold moments of blue and thoughtful red accents, pulled visitors' eyes and attention to key areas.

Execution

We wanted this experience to feel like our brand: sophisticated, clean, and seamless. Therefore, we minimized and decluttered non-purposeful elements to enhance customer clarity within the space.

Outcome

This experience allows the customer to board their flight quicker than ever, virtually bypassing many of the stressful airport experiences that flyers are used to, including the traditional security model, something only our brand can give customers. This experience lives in the heart of the Hartsfield-Jackson Atlanta International Airport, the world's busiest airport, so giving our customers options to board their flight faster and start experiencing travel quicker means everything.

The lobby serves over 1,500 weekly TSA PreCheck customers in Atlanta.

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