Funway Holidays has issued its first scratch-and-sniff USA brochure which, using aromas, promotes all areas of North America.
The campaign, #scratchsniffandgo, targets holidaymakers as they prepare to book their next holiday and uses smells that are associated with each region.
Rebecca Evans, the company's senior marketing executive, said: "Consumers actually do follow their noses, which leads them to buy more. Capturing the essence of an area through its characteristic scent is an unusual and very powerful communication device. We hope to really bring the holiday to life with our new scent branding strategy."
The operator has worked with a firm in America for developing the scents and the printing. Regions represented in the brochure include The East & Hawaii, which is presented by the scent of pink plumerias filling the air and fresh cut Maui pineapples; Texas, The South evoked by the perfume of BBQ and pizza plus the smell of suntan oil with fresh citrus to recreate the Sunshine State of Florida; and finally the North East, which has the bouquet of cranberries, hot dogs and seafood.
To mark the launch, the operator’s on-the-road sales team will be out and about delivering limited edition ‘Scratch & Sniff’ American themed stickers to travel agents. They will also be armed with seawater sprays for agents to spray in their nostrils first to flush them out before sniffing the sticker - in order to fully appreciate the scents of America.
Pictured marking the launch of the scratch-and-sniff brochures is the company's Nick Talbot and Rebecca Evans.