How Airports Became the New Stage for Cultural Storytelling

Between novelty restaurants, themed decor and souvenir shops, marketing aimed at the traveling public can get tacky. It’s usually in service of making a buck, and it makes a lot of people’s eyes roll. That’s why the rise of experiential marketing, also known as event activation, is such a fascinating development. It represents not just a change of style but a change of mindset in the art of reaching captive consumers. At a big airport, there are a lot of consumers to reach—and new A.I. and VR...