Business travel booking site Upside, founding partner of National Business Traveler Day, partnered with experiential marketing agency LeadDog Marketing Group to host the activations for the inaugural event April 24. The campaign, which was a collaboration with more than 20 companies and organizations to recognize business travelers, featured surprise activations at major airports. Activations included custom lounges at O’Hare International Airport, John F. Kennedy International Airport, and Dallas/Fort Worth International Airport, which were equipped with comfortable seating and charging stations. Lounge guests could enter the Business Traveler Dream Sweepstakes—which offered prizes such as free first class upgrades for 20 years and roundtrip international business class tickets from United Airlines—and receive instant giveaways from other participating brands including Mastercard, Uber for Business, Diet Coke, and XpresSpa. The concept also took over four XpresSpa locations—spas at John F. Kennedy International Airport, San Francisco International Airport, Los Angeles International Airport, and the Westfield World Trade Center—with signage and giveaways.