British Airways on the nose
Wednesday, August 31, 2011/
British Airways has the whiff of an idea that it hopes will tempt passengers to keep using its jets – a special scent.
Under plans by the airline’s new marketing supremo, the distinctive “brand” fragrance would be wafted over travellers.
Former hotel chain guru Frank van der Post aims to mimic the customer experience found in posh stores that have their own aromas.
“This is one of many ideas we are currently considering in order to improve the experience on board our aircraft,” the airline has confirmed.
British Airways has been interested in scent for a long time. In 2008, their travel site High Life published an article called Scents of Destination, featuring fragrances for different locations.
This isn’t the first time StartupSmart has written about signature scents for a company or venue – earlier in the year we wrote about the possibility of custom-made scents for nightclubs.
Is there a market for company-specific scents? It would certainly add another dimension to a company’s branding strategy, so perhaps it’s worth sniffing out.
From the frontlines
Alan Jones: How to raise investment for a startup with no customers and no revenue Alan Jones M8 Ventures partner
Canva's Melanie Perkins has 10 tips for startups with 'crazy-big dreams' Melanie Perkins Canva co-founder
Why Up's transgender controversy shows there can be no separation between founders and their companies Joan Westenberg StartupSmart columnist
Take a stand: Why being neutral hurts profitability and engagement Steven Maarbani VentureCrowd executive director
The power of passion: Naked Wines' co-founder reflects on what made the startup successful Peta Jecks Naked Wines co-founder
Hipsters, hustlers and hackers: Three instances of everyday bias in startupland Theresa Lim Play2Lead founder
Diversity and coaching will rid the banking sector of its toxic culture problem Hema Kangeson inSpur founder
Why you should find the right role for the right person — not the other way around Bruce Stronge Outfit founder