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USA TODAY Launches National Campaign Using Scent Technology At Omni Hotels


USA TODAY is pleased to announce its first national campaign using scent technology. Today, Omni Hotels will become the first hotel chain to use scent as a feature of their USA TODAY label. The promotion will run for at least six months, starting today.

Approximately 10,000 copies of USA TODAY are distributed to Omni guests each day. The hotel chain has decided to use the 2” x 1,” two-ply stickers to promote their Starbucks coffee program to guests. The top ply of the label is coffee-colored and reads, “Start your day with a freshly brewed cup of Starbucks coffee and …” When the top layer is pulled back, guests are greeted with the aroma of berries and the picture of a muffin with the following words, “…pair it with a fresh muffin. Available at Omni Hotels.”

“USA TODAY is always looking for ways to support our partners’ initiatives,” said Michael Davidson, vice president of national circulation sales for USA TODAY. “We know USA TODAY is one of the first things hotel guests see in the morning, and the label is one of our unique features. We were pleased to partner with Omni Hotels on such an innovative marketing effort.”

“Omni Hotels has been a leader in sensory marketing within the travel industry. So, when this opportunity presented itself, we saw it as one more fun and clever way to delight our guests each morning,” said Caryn Kboudi, vice president of corporate communications for Omni Hotels.


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