[csda] TWP: Smells Like a Sheraton [Scentair.com/Sheraton test/Hyatt/Omni/Disney] (fwd)

[Guest guest]

Subject: [csda] TWP: Smells Like a Sheraton [scentair.com/Sheraton

test/Hyatt/Omni/Disney]

>ScentAir's Web site ( http://www.scentair.com/ ) notes that its clients

>include Hyatt, Omni and some Disney hotels , among others. Omni's branded

>scent is " elements of lemongrass and green tea.

The www.scentair.com web site has copies of a number of newspaper articles

about the company.

>The scent machines in lobbies of select Sheraton hotels are a test, said

>spokeswoman Nadine Ayala.

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COMINGANDGOING

UPRIGHT AND LOCKED

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ROOM KEYS

Smells Like a Sheraton

http://www.washingtonpost.com/wp-dyn/content/article/2006/03/03/AR2006030300608.\

html

Sunday, March 5, 2006; Page P01

Marcy Goodwin of Los Angeles loves Sheraton hotels, but was upset to

encounter a perfumed lobby during a recent visit to San Diego. Goodwin, who

is allergic to perfume, fired off a letter of complaint to the manager.

" It is true that we will be introducing a Sheraton-inspired fragrance in the

lobby of Sheraton hotels, " he wrote in response -- a fragrance delivered

through " our new Scent Machines . " But he assured her that the use of the

fragrance was " certified by the leading international trade group, the

International Fragrance Association . "

That's like asking a fox if he should be given the key to the chicken coop,

Goodwin groused to CoGo.

Goodwin has stumbled on to a trend: " scent branding , " aka " aroma

marketing . " Hotels, theme parks, casinos, department stores and even

defense contractors have partnered with companies like ScentAir to develop

unique fragrances, which can be sent out in such low concentrations they

affect only the subconscious part of a patron's olfactory senses.

ScentAir's Web site ( http://www.scentair.com/ ) notes that its clients

include Hyatt, Omni and some Disney hotels , among others. Omni's branded

scent is " elements of lemongrass and green tea. " Hard Rock Hotel's lobby in

Orlando has " Ocean " scent , and the hotel draws visitors to the ice cream

store on the ground level by blasting a " Waffle Cone " scent up the stairway.

ScentAir, by the way, has partnered with Muzak to " define a whole new

industry called sensory branding , " the Web site says.

The scent machines in lobbies of select Sheraton hotels are a test, said

spokeswoman Nadine Ayala.

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