Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy’s unconventional career path is as intriguing as the illusions he now promotes.

By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences that might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing, and lasting brand loyalty.