Sometimes the best ideas can show up in the most unlikely places. In a first-of-its-kind promotion, we partnered with American Airlines and Gogo to use airline tray tables to give passengers a chance to get to know Dallas while traveling at 30,000 feet. Not only were the tray tables fun and provocative, but they also brought passengers to a BuzzFeed-style quiz that generated a Dallas trip itinerary custom tailored to their personal traveling style. In just two months, the initiative reached 520,000 passengers and was named by Forbes.com as one of the Top 5 Genius Ideas in Travel Marketing.