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Kuoni ‘Scents of Adventure’ by DigitasLBi

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Initiative evokes unique smells of ten different global locations

Kuoni ‘Scents of Adventure’ by DigitasLBi

As part of its ongoing strategic partnership with global marketing and technology agency DigitasLBi, luxury travel operator Kuoni Travel is launching an on- and offline content marketing initiative called Scents of Adventure.

The new content initiative aims to create social buzz around Kuoni’s destinations by evoking the unique smells of ten different locations, including the USA, Australia and Brazil.

As part of the initiative, Kuoni and DigitasLBi are inviting selected travel bloggers to write about what they think is the scent of the Maldives, to boost social signals and increase destination authority for Kuoni. The blogger who writes the best post will win a seven-night full-board holiday in the Maldives.

The centrepiece of the Scents of Adventure initiative will be a large scented map, created in an antique-style by illustrator Emma Ahlqvist, which will appear at the Kuoni store at Bluewater shopping centre in Kent on Friday 25th October. Each of the ten highlighted destinations on the map will deliver a different puff of scent when a button is pushed. The bespoke scents were developed by the Aroma Company in partnership with DigitasLBi, using Poparoma technology. 

Visitors to the Kuoni store will be invited to guess what each of the destination fragrances are for the chance to win a holiday for two in the Maldives. 

DigitasLBi has also worked with Kuoni to develop an outreach and engagement strategy to support the activity.

The recent changes to Google’s algorithm mean that search rankings are now dependent on multiple signals, including content, social shares or “likes”, links and much more. It is more important than ever for brands to create relevant, shareable content, in order to amplify the signals which Google uses to rank web pages.

Mark Fleming, Digital Marketing Manager at Kuoni, said: “Scents of Adventure brings to life the amazing sensory experience of some of our most popular destinations. We hope the initiative wows our customers and provides inspiration for travel bloggers, a key group of digital influencers for us.”

Colin Philip, Account Director at DigitasLBi, said: “Creating engaging, shareable content is key to our search strategy for Kuoni. Scents are an incredibly powerful way to evoke a time or place, and we wanted to harness this to create a fun and inspiring piece of content to get customers excited and travel aficionados blogging.”


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Digitas, Thu, 24 Oct 2013 10:02:40 GMT