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June 2008 - Strategy Magazine
Special report

Tangible: Fairmont tailors an olfactory experience

by Carey Toane
page 35

To celebrate the 100th birthday of what is now the Fairmont Banff Springs Hotel in Alberta's Rocky Mountains, Fairmont Hotels and Resorts teamed up with perfumer Lyn Harris of London, U.K.-based Miller Harris to create the bespoke scent Cologne 1888.

While Toronto-based Fairmont has produced fragrance lines in the past, this one was custom-made exclusively for the more "discerning" clients of Fairmont's Gold, Five Diamond and Icon properties. "It's respectful of tradition and yet it has this modern, contemporary approach. It's bringing traditional hotels like the Banff Springs [together] with more contemporary properties," says Andrea Torrance, Fairmont's VP of rooms.

Torrance adds that scent is a powerful marketing tool. "It's what evokes emotion," she says. "We know that you associate scent with experience, and it's that guest experience that we're trying to enhance and have a positive influence on."

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