Sensational ICE unveils the sweet smell of success as campaign breaks new ground

LONDON (11 December) – The marketing team behind ICE Totally Gaming has deployed a groundbreaking tactic as part of its ‘SENSATIONAL' campaign in support of the 2014 edition taking place across the 4th, 5th and 6th February at ExCeL London. ICE Totally Gaming has harnessed the sense of smell as a method of engaging with its stakeholders, having commissioned a brand scent which is being used both in the lead-up to and during the world's biggest gaming event. The first appearance of the ICE brand scent will be prior to Christmas when postcards immersed in the smell of ICE will land on desks as part of the event's extensive visitor direct mail campaign.

Christopher Pratt, Managing Director at the aroma's creator, Scent Air UK, explained: “The sense of smell is the most direct and memorable of the five senses, and is an extremely crucial way to deepen ones brand with their clients. Physical experiences and human senses are very important tools in marketing. Adding the sense of smell to a property/brand leaves a lasting emotional impression on everyone who enters that space.”

Discussing the creation of ICE’s signature aroma, Christopher, whose company has been working with scent marketing for many years, said: "Clarion had a very strong idea of its brand values and identity, and we were able to work with them quickly and clearly to develop a bespoke fragrance that represents their brand but also associates themselves with the event. We created a fresh, clean and sophisticated floral aroma, with warm, citrus-based notes. In all the fragrance took about four weeks to create, and the response has been overwhelmingly positive.”

He added: "Stage two will see us scenting the event, which is a first. We've had individual exhibiting companies requesting an aroma in order to create a mood or reflect a design on their stand, but to have an event organiser specify a brand scent at their exhibition is definitely breaking new ground.”

ICE Totally Gaming is the world’s largest business-to-business gaming event occupying 55,000 sqm. Taking place at ExCeL London (4-6th February) ICE is on course to welcome in excess of 20,000 gaming professionals from over 100 countries. For more information, and to register for free, go to www.icetotallygaming.com.