Today, it’s more important than ever to create engaging IRL experiences, and while Broadway is the OG of in-person magic, it’s getting an upgrade as it stretches experiential possibilities. Tony Award winner Hunter Johnson, the CEO of Xpedition—part marketing agency, part entertainment studio–co-produced two major theater smashes of 2025: Sunset Boulevard, starring Nicole Scherzinger, and the West End revival of Evita, with Rachel Zegler.
Broadway: An Unprecedented, Engaging New Kind of Experiential Marketing
