Michigan seeks to draw tourism with bottled fragrances from the state in perfume form
Michigan's Pure Michigan Tourism Campaign Introduces a Unique Sensory Identity
In an innovative move to promote vacationing in the state, Michigan's tourism organization, Pure Michigan, has launched a new fragrance called Fresh. This scent, inspired by the state's coastline, flowers, and vineyards, is part of a $14 million campaign aimed at attracting tourists this season.
According to reports, the fragrance, available for purchase online for $32, is a refreshing smell that evokes the feeling of spring in the summer. Jazz Calvin, who was asked to check out the scent, described it as putting one "in the field of spring coming in the summer."
Sunrazalay DeSano and Evelina Ameyaw, beachgoers on Belle Isle, found the scent welcoming and inviting. Jessica Hamilton, a visitor from New York, supported the idea of using the fragrance to attract tourism, while Lakeia Smith, another beachgoer, thought the scent was better than the natural Michigan smell.
The scent, created by Tanya Thompson of The Aroma Labs, a chain of stores where people can build custom fragrances or buy bottles of the summer scent, is part of Pure Michigan's broader strategy of promoting the state's natural beauty, culture, and lifestyle in innovative ways.
In the past, Pure Michigan has tried other methods to bring in tourists, such as scented candles and ads featuring actor Tim Allen. However, this new approach taps into the powerful link between smell and memory, potentially fostering lasting positive associations with Michigan.
The motivation behind this strategy is to evoke an emotional and sensory connection with visitors, enhancing the overall brand experience and encouraging tourism through a unique and memorable sensory identity. By developing a signature scent, Pure Michigan aims to deepen visitors' engagement with the state, making the travel experience more immersive and distinctive.
The campaign also plans to release scents for other seasons. A winter scent called First Snow is already in the works, and a fall scent called Harvest is expected to follow. The scratch-and-sniff version of the summer scent has been published in various travel magazines, further promoting the unique sensory identity of Michigan.
This use of sensory marketing in tourism campaigns like Pure Michigan's is a known tactic to boost emotional appeal and brand differentiation. Although direct quotes about this specific strategy are not readily available, it is clear that Pure Michigan is committed to promoting Michigan in innovative and memorable ways.
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