Posted on 8 March, 2014
Well, that went well! Yesterday morning saw the launch of the UK’s first scented travel guidebook, which we created for our client Visit York. Fast forward 24 hours and the little book that could is now all over the national newspapers and being talked about as far afield as America.
The free ‘olfactory guidebook’, entitled Smell York, features photographs of some of York’s most iconic attractions, with every image scientifically infused with a nose-tingling bouquet of complementary smells. Included among the bouquet of aromas are the evocative scents of coal, steam and oil from the golden age of York’s railways, an elegant afternoon tea, the smells of horses galloping to the finish line at York Racecourse, the fresh fragrance of wild heather growing on the world-famous North York Moors and even the paranormal pong of bad eggs, associated with one of York’s smelliest ghosts!
So far the guidebook has received amazing national coverage in the Times, Mail Online, Telegraph, Guardian, Mirror, Mirror.co.uk, Daily Star and Daily Star online. We’ve also seen equally large write ups in the Yorkshire Post and York Press, and with a number of TV and radio stations lining up for interviews with Visit York and vox pops with the guidebook, we should see a healthy flow of coverage continue over the coming weeks.
On social media, meanwhile, the guidebook has gone down just as well, with the story, images and links to coverage being shared in great quantities. We’ve even received a ringing tweet endorsement from the CEO of Visit England himself!
Media aside, the scented guidebook has really struck a chord with the public. In fact, within minutes of coverage going up Visit York were receiving requests for copies of the book from would-be visitors and orders from York-lovers the world over.
The book was launched to entice new visitors to York and coincides with the launch of Visit York’s new ‘Fifty Firsts’ marketing campaign, which focuses on promoting York by the five human senses.