There have been lots of buzzwords floating around the world of PR for as long as there have been magazines to pick up on them. For the most part, the job of an editor is to keep these terms out of their publication, but I hope you’ll forgive me for including a whole article on the subject of ‘Experiential Marketing’ (which you can read on p36).

Now, the basis of experiential marketing, according to the article’s author, is to adapt how a customer thinks and feels about a product or service and this is done by the way in which it is presented to them, and the ‘nudges’ they get as they use it.

This sounds like the usual nonsense spouted by marketeers, but my interest was piqued when I read the article and saw that it was talking about how you present an intangible subject, such as sustainability, to your passengers without them thinking you are trying to lecture or hoodwink them.