This Railway Company Opened a Travel Agency Promoting Destinations Through Scent

France's Thalys Bottled the Aromas of Four Destination Cities

By Alexandra Jardine. Published on May 16, 2017

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Two years ago, French train company Thalys promoted its European destinations with an outdoor campaign that let people listen to the sounds of the cities via interactive billboards. This year, it has created a similarly-themed campaign, but instead of sounds it bottled the scents of the metropolises.

Agency Rosapark created an installation posing as a travel agency named "Scent of the City." It opened in Brussels last weekend, and there, visitors could sample 16 specially-blended aromas, each from four cities: Paris, Brussels, Cologne and Amsterdam. They included "A real French breakfast," the smell of a buttered tartine in a Parisian café, "Latexxx", the latex odor from the Sex Museum in Amsterdam and "Moments after Mass," the blended scent of Cologne Cathedral.

Each scent was enclosed in a tube, arranged by color to form a rainbow-style exhibit. Each tube had its own number, which referred to a specific site. Visitors were invited to sniff freely, and numbers on each vial revealed on large maps their corresponding areas from each city.

A wider communications campaign includes the film seen here, which transports us to the heart of each city via a curious adventurer. Set to Romanian song "Those Dark Eyes," it's running in movie theaters in French, Belgian, Dutch and German cities, as well as online, and on the brand's new Facebook page.

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May 16, 2017
Jean-Patrick Chiquiar
Jean-Francois Sacco
Gilles Fichteberg
Account Team:
Delphine Drutel
Account Team:
Soraya Cottin
Account Team:
Camille Hemet
Executive Creative Director:
Jean-Francois Sacco
Creative Director:
Mark Forgan
Creative Director:
Jamie Standen
Art Director:
Mark Forgan
Art Director:
Blanche Depondt
Jamie Standen
TV Production:
Adélaïde Samani
Agency Contact:
Theda Braddock
Film Production:
Sound Studio:

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