Denver International Airport has been the subject of conspiracy theories since its opening. The monolith in the middle of the plains seems to attract all kinds of rumors – that there are gargoyles, underground bunkers, demonized statues or headquarters for a new world order.

Rather than become indignant about the falsehoods, the airport communications team opted to embrace the mystery and incorporate it into part of its branding. During recent airport construction, the plywood barricades asked: “New construction? Or new conspiracy?” and Construction? Or Cover Up?”. (There are more examples in this clever marketing campaign here.)

If people are talking about your organization, think about how you react. Does tongue-in-cheek take you further than trying to refute the rumor with facts? Maybe you can take a lesson from Denver and play along.

Thanks, Tricia!



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