(Jamma) Ice Totally Gaming's marketing team have implemented an innovative tactic as part of their Sensational campaign to promote the 2014 edition which will take place on February 4th, 5th and 6th at the Excel in London.
Ice Totally Gaming has exploited the sense of smell to involve its stakeholders, commissioning a perfume to be used both to promote the event and during the biggest gaming event in the world. The first appearance of the ICE-branded perfume will take place before Christmas when postcards dipped in the Ice perfume will be mailed to visitors to the event.
Christopher Pratt, Managing Director at Scent Air UK, the company that created the aroma, explained: “Smell is the most direct and memorized of the five senses, this is an extremely refined way to deepen the brand's relationship with your customer. Physical and sensory experiences are very important tools in marketing. Adding a particular scent to the brand's properties leaves an emotionally lasting impression on all who enter that space."
Talking about the creation of ICE perfume, Christopher, whose company has worked with perfume marketing for many years, said: “Clarion has a very clear idea of its values and its own identity, and we were able to work with them quickly to develop a bespoke fragrance that represents the Ice brand and at the same time associates with the event. We have created a fresh, clean and sophisticated floral aroma with warm citrus notes. In all, it took about four weeks to create the fragrance and the response was overwhelmingly positive. This will make Ice a further innovative event”.
ICE Totally Gaming is the world's largest business-to-business gaming event occupying a space of 55.000 sq m. Taking place at ExCel London (4-6 February) ICE will welcome more than 20.000 gaming professionals from over 100 countries.
For more information and to register for free, go to the site www.icetotallygaming.com.
