sheraton catches the sensory branding bug

05/03/2006 09:11:00 PM (1)
Influx has got a little carried away with sensory branding in recent weeks, but we are just reporting what we see out there.

Here is a quote from a press release just sent out by Sheraton, we are not making this up.

"Sheraton's new signature lobby scent "Welcoming Warmth" includes notes of Fig, Bergamot, Jasmine and Freesia and was developed exclusively for Sheraton to help settle and relax guests after a long journey. "Welcoming Warmth" is natural and hypoallergenic and was created by leading fragrance design house, MANE."

The fragrance is just one of many prongs of Sheraton's new "Belong" positioning effort.

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Comments
sensory branding
...and like Sheraton another Starwood brand has a signature sent - Westin and with white tea, which is sprayed into lobbys and was recently featured in a brand campaign using white tea scented strips in magazines and the tagline "This is how it should feel." Would be interesting to know if the ads actually cause people to feel the way Starwood wants.
Posted by b.kush on 05/05/2006 12:54 AM
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