Marketing and all things related

Back in March, Marketing Blurb told you that Westin Hotels wanted to appeal to traveler emotions. So they tried a novel gimmick, scenting the lobby with the aroma of white tea. Well, apparently the technique works, because parent company Starwood Hotel & Resorts is trying the scent of apple cinnamon pie (fig, bergamot, jasmine and freesin) for the Four Points by Sheraton hotel chain. This scent is part of their simple pleasure campaign which includes icons like apple pie and a rocking chair for the "Comfort isn’t complicated" theme. "Want to make people smile and think of good times? Just serve a great piece of warm pie with a nice, cold glass of milk," said Hoyt Harper, Four Points svp. Harper has joined the board of directors for the Pie Council of America as part of an exclusive Four Points partnership. On the surface this sounds like a good idea, but Marketing Blurb has reservations. While we hesitate to make light of a well-documented peanut allergy, the smell of apple pie is probably fatal to some vocal minority group eager for their fifteen minutes of fame on the evening news. As long as the hotel lobby does not smell musty, we’re good to go. Brandweek has the whole smelly story.