Arrive Magazine - July/August, 2008

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.”

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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 modern amenities.

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.

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