USA. Global restaurateur HMSHost has come up with an innovative initiative to encourage consumer interaction in airports.
Its Art of Holiday Travel – A Mural Painting Pop-Up series invites travellers to help produce works of art in three major US airports. The project also supports local charities.
The pop-ups are set to take place at Chicago O’Hare International Airport on 15 December, Miami International Airport 4 December and Seattle-Tacoma International Airport on 13 December.
HMSHost has commissioned local artists to sketch murals, reflecting a regional holiday theme, in the airports. Travellers will be encouraged to ‘let their inner artist take flight’, and add their own artistic touches to the mural, to illustrate what holiday travel means to them.
HMSHost Vice President of Marketing and Communications Atousa Ghoreichi said: “Our focus is on enhancing the travel guest experience while connecting with the local community and the Art of Holiday Travel does just that.
“Studies show creative activity, regardless of artistic talent, lessens stress. With the craziness holiday travel can bring, our interactive mural painting pop-ups will be a unique airport experience.”
HMSHost said the artists will be on-hand to guide and offer tips to travellers as they paint. Once completed, the murals will be donated to local community partners focused on supporting youth in need.
As part of the Art of Holiday Travel pop-up events, travellers can enjoy complimentary holiday drinks and sweet treats as they paint. Participants will also be offered holiday-themed giveaways, as well as discounts at HMSHost restaurants.
HMSHost is encouraging travellers who are not at one of the participating airports to share their holiday experiences on social media with the #ArtofHolidayTravel hashtag.
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