This is your tried and true. C level read a magazine, mandatory implementation order, engineer ticks the checkbox and waits for hype to pass so they can remove it.
A magazine would be an improvement. I worked in a place where the owners were very susceptible to airport billboard ads.
Every time they came back from a trip, we would brace for change.
It scares me every time because they wouldn't be splashing out the big bucks for those billboards if they weren't effective, and I absolutely don't want the military (or any other entity engaging in major expenditures) to be making those decisions based on billboards.
This explains why airports are entirely covered in ads that seem to be aimed at C-level execs only (nobody else gives a shit).