Most travel decisions are made by women, but on V-Day, it’s up to the guys. So we launched “The Gentlemen’s Guide to Valentine’s Day,” offering advice on dates, gifts and how to be a hero on the big day. The campaign also included outdoor displays, breath mints, hotel door hangers and a touring giant bouquet of yellow roses. In year two we added a mobile quiz game to test your gentlemanliness, awarding prizes such as discounted dinners and rooms.