after holiday-timed ads used aroma-embedded ink to broadcast white chocolate for Chips Ahoy!, cherry for Jell-O,
cinnamon bun for coffee and strawberry
cheesecake for cream cheese. (Stroke of
genius—or deviousness—was the bonus
insert of peppermint- and cinnamon-scented gift tags.)
“Anything that’s interactive—in this
case, rubbing the ink—creates excitement,” says Paul Caine, president of
Time Inc. Entertainment Group. “Scent
marketing is front and center at People,
absolutely,” he says. “We already have
more fragranced projects in the works.”
Just Try To Find
A Comfortable, Spacious, $2oo*,
New York Hotel Room
That’s Close To Penn Station.
Hotel chains recognize that “a scent can
make a locale seem richer and grander,”
Herz says. “And if you had a wonderful
vacation in Hawaii, every time you smell
the resort’s unique scent you’ll think,
‘Oh, I’ve got to go back to Hawaii and
stay at that resort!’ ”
That’s why Westin devoted about a
year to exploring 50 possibilities before
finalizing a custom scent in 2006. “After
traffic jams and airport delays, our White
Tea fragrance is wonderfully refreshing
and calming,” says Nancy London, marketing vice president for Westin Hotels
and Resorts in White Plains, N. Y. “It
turns a transactional experience—
checking in or paying your bill—into
an emotional one.”
But another hotel wasn’t as wise; it
pumped fragrance into guest rooms. “I
was so upset a Paris hotel thrust a really
strong odor—oriental and fruity like
Gucci’s Rush—in my bedroom at night
without warning me,” says Lyn Harris, a
London perfumer at Miller Harris, who
made no such mistake as creator of the
Dorchester Hotel’s signature scent.
Resorts that employ subtlety—
and keep fragrance confined to public
areas—find scent marketing is a gift that
keeps on giving. A guest at Langham
Place in Hong Kong didn’t realize the hotel had a signature scent of ginger flower
until she arrived home. “When I opened
my suitcase at home, the clothes from
my trip smelled great,” says Anna Stan-cioff, vice president of Manhattan travel
publicity firm Hawkins International.
Combine the memories the aroma
evoked, and a repeat customer was born.
And as any marketer will tell you: Nothing smells sweeter than success.
Just three blocks from Penn
Station, that’s where you’ll find
the 104 year old Hotel Wolcott.
It’s magnificent mirror-lined,
marbled-pillared lobby attests to
it’s Golden Age heritage and the
180 comfortable, spacious rooms
many of which still retain their
original architecture, have all the
And as you leave the hotel to
see the city, there’s free express
breakfast in that grand lobby.
It’s location puts you in midtown, just walking
distance from everything you want to see.
The Hotel Wolcott. Seek and you shall find.
Mention booking code
2623 to take advantage
of this great deal..
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4 West 31st Street, New York, NY 10001 between 5th Ave and B’way (212) 268-2900 www.wolcott.com/2623
*rates start at $200, slightly higher on certain dates subject to availability plus taxes.
Your Oasis in Manhattan.
In-room high speed internet access,
business center, cardio fitness room,
conference & meeting rooms, Zagat
rated Black Duck Restaurant,
complimentary european breakfast
& much more.
122 East 28th Street, New York