Scents of escape:
A campaign that tapped into commuters' craving for respite during mid-winter in the UK.

The campaign used scented OOH and dynamic technology, tapping into moments when people are looking for escape from daily life.

The campaign was based around research which showed that some of the biggest drivers of people booking a holiday was the idea of ‘escaping something’.

The insight based on the research, tapped into ‘key’ ‘escape’ moments which included commuting and had bad weather to drive the campaign. These escape moments were the centre of the plan, which were carried out across OOH, print, social media and digital.