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Press & Journal noses ahead with scented advert


By John Glenday, Reporter

February 6, 2013 | 2 min read

Aberdeen’s Press & Journal has sniffed out a potential niche in the cut throat advertising industry with the debut of a bespoke scented advertisement, a first for a Scottish newspaper.

Readers of today’s edition will be treated to the wafting aroma of coffee as they peruse its pages thanks to a full page coffee scented ad.

Devised by DC Thomson’s advertising and creative team the ad is supported through in-paper promotions, radio advertisements and social media chatter.

Mark Hopkins, head of commercial at BusinessPort said, “BusinessPort wanted a pioneering advert that would really stand-out from the crowd and help to attract new business, promoting their products. Our Advertising and Creative Teams worked together to devise this campaign.

“Previously, newspapers have had ‘scratch and sniff’ type advertisements but the magenta ink being used in our advertisement is actually impregnated with the scent of coffee.

“It’s a first for a Scottish newspaper and we’re confident it will not only get people talking about the technique, but also talking to BusinessPort about their products and services. We’re very excited to be leading the way like this in offering innovative advertising solutions.”


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