June
2010 at 01:20 pm Posted by Sherri Sharp
This is just one of those stories I am going to HAVE to follow up on. The UPI reports today that a North Carolina grocery store's highway billboard for a new line of beef is drawing the attention of commuters by radiating the smell of grilling steak. The Mooresville billboard for Bloom grocery stores is wafting the scent of steak along River Highway, using a system created by ScentAir of Charlotte, N.C. Bloom spokeswoman Christy Phillips-Brown said the sign is scheduled to emit the scent every day from 7 to 10 a.m. and 4 to 7 p.m. until June 18.
ScentAir marketing director Murray Dameron said the project represents the first roadside advertisement for the custom-scent company, which has designed fragrances and delivery systems for facilities including casinos and hotel lobbies. He said the steak smell is created using a high-powered fan that blows air over cartridges containing fragrance oil. "It's basically a blend of black pepper and kind of a charcoal grilling smell," Dameron said. "It smells like grilled meat with a nice pepper rub on it."
First, I'm curious as to what ScentAir charges for their system and second, I'm wondering how long Bloom's marketing director has lived in the South because this time of year it's usually hovering around 90 and stifling so most intelligent folks drive around with their windows up and the AC on. I'll be looking for a picture of that billboard with hundreds of dogs standing under it next.
Posted in: Marketing Musings
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