UPDATE: Commuters at Grand Central Terminal in New York City are experiencing an unexpected holiday treat as a delightful scent of vanilla and fresh pine fills the air. This unique fragrance is part of a bold advertising campaign by Bath & Body Works, designed to enhance the daily commute through the busy transit hub.
The campaign, which started earlier this month and runs through November 2023, introduces a festive atmosphere in an otherwise bustling and often pungent subway environment. Commuters on the 42nd Street shuttle train platform are greeted with bursts of aromatic vapor from strategically placed diffusers attached to steel girders.
Many riders, like commuter Jerome Murray, have expressed their appreciation for the pleasant scent, noting, “It smells better than the normal New York City tunnels that we normally smell here.” This positive feedback highlights the human impact of the initiative, adding a touch of holiday cheer to the daily grind.
Younger commuters also chimed in, with Kelly Rodriguez, 23, describing the smell as “very Christmassy,” while Kathleen Baptiste, 60, noted its resemblance to “fabric softeners.” Although the scent is subtle, some riders admitted they missed it entirely, confused it with a fellow traveler’s perfume, or simply moved too quickly to notice.
The Metropolitan Transportation Authority (MTA) has confirmed this is the first aroma-based advertising campaign in the subway system, aimed at generating new revenue streams. To ensure safety and public acceptance, the MTA conducted a pilot program last year in stations across Queens and Brooklyn, receiving no complaints from the public, according to Mary John, the agency’s director of commercial ventures.
By the end of this campaign, Bath & Body Works estimates that between 20 to 30 pounds (9 to 14 kilograms) of fragrance will have been released into one of the busiest parts of the transit hub. Jamie Sohosky, Chief Marketing Officer at Bath & Body Works, stated that “Fresh Balsam” was chosen for its position as one of the brand’s most iconic holiday scents, making Grand Central a fitting location due to the massive foot traffic.
As the holiday season approaches, this innovative marketing strategy not only aims to boost sales but also seeks to create a memorable experience for commuters. With the festive scent lingering in the air, riders are encouraged to enjoy a moment of nostalgia and warmth amidst the hustle and bustle of city life.
Stay tuned for more updates on this unique campaign as it continues to unfold throughout the month.
