Return Journey Through Scent
Client: Cathay Pacific
Agency: McCann Australia
Cathay Pacific is always looking for meaningful ways to enhance their customers’ travel experiences and adventures in Hong Kong.
The idea was to provide a more engaging way for passengers to remember a holiday than fleeting social media posts. Or a collection of smart phone photos that are often stored and forgotten.
Introducing ‘Parfums de Voyage’, a fragrance created to evoke memories of Hong Kong through the sense of smell.
Each memory was assigned a specific scent inspired by the island. For example, Hong Kong’s greenery, which dries down to a warm, peppery base note, reminiscent of exotic spices and smoky incense. Over 220 of these scented notes were created.
To pinpoint exactly each passengers scent, we created unique profiles using image recognition software, social media data and geo location data.
Then delivered passengers their own bespoke ‘Parfums de Voyage’ reviving powerful memories of their travels in Hong Kong.
