The aromatic ink was used as a competition mechanic within the eight-page travel supplement in The Daily Telegraph on Saturday, March 19th. Readers had to scratch the relevant area on the competition page and choose what they think the smell is, from a choice of three options. This new print solution from the Telegraph is the first time this commercial platform has been seen in the UK, by a national newspaper.
The scent is developed as a liquid, inserted into tiny capsules and mixed into the ink, which is only applied to the specific page.
Another innovation to be employed within the campaign is a printed QR (Quick Response) code, which enables the reader to scan the code with a mobile phone to be automatically taken to The Telegraph’s microsite on St. Kitts. TMG will also be producing a number of videos on the Caribbean tourist destination which will be available on the St. Kitts microsite.
Chris Debbinney-Wright, Creative Solutions – Telegraph Travel, Telegraph Media Group, said: “The aromatic ink is yet another example of how we are continuously creating new and innovative campaigns, across all of TMG’s platforms, for our clients, in ways which will engage our readers.”
Rosecita Jeffers, CEO, St. Kitts Tourism Authority said: "Partnerships are key to St. Kitts' success in the UK market and we are delighted to be working with Telegraph Media Group to launch such an exciting campaign. TMG’s Create, editorial & commercial teams have provided a fully integrated solution that meets our requirements and includes something new and different. We believe that its audience will be intrigued with this promotion."
