In the aftermath of 9/11 tourism numbers to the USA were down. Our founders were tasked with helping to restore them. If you’ve been to New York and seen the steam coming out of the vents in the road, you’ve probably remarked ‘it’s just like the movies’. It was this insight that lead to the One Brilliant Idea: You’ve seen the film, Now visit the set. The results we remarkable, dramatically increasing visitor number and spend ($80 for every $1 spent on advertising). Yeeha, as they say in the USA.