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Originally published at AW360. There’s no denying the popularity of experiential marketing, with brands increasingly allocating budget to activating at live sports events, festivals, shopping malls and various other public spaces. Immersing themselves in these environments enables brands to build human connections with consumers, in ways simply not possible through other marketing channels.
Smart leaders of countries and cities know that a thriving entrepreneurial sector is a key to economic growth and the creation of good jobs. In the U.S. alone, 50% of all jobs are in small businesses and approximately 65% of all new good jobs are created by them, according to the Small Business Administration. Finding and developing successful business builders is critical to any society that wants to thrive economically.
The maiden voyage of the cruise ship Britannia made headlines when it launched earlier this yearas the largest cruise ship ever designed for the British holiday market. But the 3,600-passenger Britannia is remarkable for another reason, too: it’s the world’s first co-created cruise ship, writes Dr Nick Coates. P&O, the company that created the Britannia, asked over 20,000 British travellers what they wanted in a cruise ship.
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